BowFlex
Black Friday / Cyber Monday Campaign
Role: Art Direction, Design Direction, Design Strategy
Black Friday/Cyber Monday is the most important campaign of the year, and I was entrusted with developing the visual direction and execution of campaign collateral across paid social, web, and email, and ensured consistency across each channel. I drove the design strategy for the campaign from concept to execution, and directed an external motion graphics specialist and video editor to develop paid video assets.
Embracing a multi-media strategy, I orchestrated a creative approach that distinguished our campaign amidst a crowded field, notably amid the surge of home-fitness promotions. Through a harmonious fusion of colorful studio and in-home imagery, lively motion graphics, and compelling video content, our campaign not only captured attention but also struck a chord with our audience, delivering exceptional impact and engagement.
Embracing a multi-media strategy, I orchestrated a creative approach that distinguished our campaign amidst a crowded field, notably amid the surge of home-fitness promotions. Through a harmonious fusion of colorful studio and in-home imagery, lively motion graphics, and compelling video content, our campaign not only captured attention but also struck a chord with our audience, delivering exceptional impact and engagement.
Paid Social
Designed tailored assets optimized for paid social media platforms strategically designed to engage our target audience across Facebook and Instagram. Each asset was meticulously crafted to align with the unique demands and user behaviors of these channels, ensuring maximum visibility and impact.
Web
I collaborated closely with the UX team to create a homepage treatment and an enticing "Early Access" modal, strategically designed to prompt consumers to subscribe to our Black Friday email series. Recognizing the homepage as the prime interface for engaging our audience, my objective was to seamlessly integrate creative elements that bridged the gap between social and email platforms, effectively highlighting key products featured in the promotion.
Email
Our Black Friday/Cyber Monday email series was meticulously crafted, consisting of a total of five strategically timed emails. These emails were designed to guide subscribers through a journey of increasing engagement, from initial awareness to eventual conversion. Each email seamlessly integrates with the others, creating a cohesive narrative that effectively ties the entire campaign together.
CREDITS
