Samsung Black Friday Campaign

2019 – Creative Direction, Graphic Design, Advertising

This year’s Black Friday campaign was going to be different. To help Samsung avoid standard clichés we developed a simple idea — the light of a neon sign as a beacon in the ‘black’ — to create a vibrant and fun key visual and related messaging. We applied it to a range of graphic elements including hero window visuals at flagship stores, in-store POP graphics and digital assets for social media promotions to bring the campaign to light in store and online.