Role: Art Direction, Digital

Brief: To art direct and execute a 360° campaign for Black Friday 2024 that was bold, dynamic and elevated the brand’s positioning in the market.

This was a chance to define the brand's visual identity through photography and create a campaign that stood out in a sea of dark, expected Black Friday visuals. Inspired by hot and cold therapy, we played with bold textures and dramatic red and blue lighting. This added a depth and energy to the whole campaign, leading to the most successful sales event in the brand's history.