In 2019 I took the lead on SAXX’s Black Friday campaign creative. Visually my goal was to implement a dark palette and, due to product usually selling faster than we could keep up with during Black Friday to only use product imagery in the channels were it was absolutely necessary to establish context. Business-wise my goal was to sell a tonne of underwear.
SAXX Underwear • 2019
Art direction
Graphic design
Video editing
We’ve learned not to feature product in email headers during sales as the sexiest looking product invariably sell out before the emails are sent. Accordingly, these use no product imagery in the headers and focus purely on the offer. ‘Early Access’ is a surprise and delight play and ‘Last Chance’ drives urgency in the late stage of the sale.
