Black Friday 2023

I spearheaded the end-to-end creative for 2023’s biggest retail event, beginning with a complete technical rescue: transforming a print-heavy PSD into a scalable, Figma-first identity that mirrored our NOW Membership cards. I then directed a unified rollout across every digital touchpoint – from DCO sponsored social ads to TV-based IPNs utilising QR codes for scratch card landing pages.

By A/B testing against our BAU comms and deploying animated rich push notifications, we delivered a masterclass in cross-channel strategy.

The results spoke for themselves: record-breaking profits and a winback campaign that saw 15k+ redemptions in just the first five days.