Expondo
Redefining Expondo’s biggest sales event with bold art direction and narrative design, driving 17% higher sales year-on-year.
Brief
Art-directing the Black Week Sale for Expondo, many company’s most important annual sales campaign. Instead of repeating the typical black-and-red discount visuals seen everywhere in November, I wanted to design something that stood out, told a story, and built anticipation around the event. The challenge was to transform a price-driven promotion into an experience that customers would remember long after the discounts ended.
Research & Insights
I developed the concept of the Solar Eclipse Blackout Sale — a rare natural event that perfectly mirrored the rhythm of a sales campaign. Like an eclipse, the campaign built suspense, reached its dramatic peak on Black Friday, and gradually faded out during Cyber Weekend. This narrative gave the campaign a unique identity, turning each phase into part of a larger story.
Approach
The art direction relied on bold, dramatic visuals: deep blacks, fiery contrasts, and glimpses of light breaking through darkness. Every touchpoint — from landing pages and emails to banners and video content — was designed to immerse customers in a “blackout” world filled with mystery and discovery. The progression of the eclipse was reflected in campaign phases: Early Access → Black Friday → Cyber Weekend, with messaging and visuals evolving at each step.
Process & Design
I developed the concept of the Solar Eclipse Blackout Sale — a rare natural event that perfectly mirrored the rhythm of a sales campaign. Like an eclipse, the campaign built suspense, reached its dramatic peak on Black Friday, and gradually faded out during Cyber Weekend. This narrative gave the campaign a unique identity, turning each phase into part of a larger story.
Result & Impact
The Solar Eclipse Blackout Sale was a massive success, generating 17% higher sales year-on-year. More importantly, it proved that storytelling can transform a simple discount into a memorable experience. By creating anticipation, urgency, and a sense of rarity, the campaign kept customers engaged from start to finish. The result was not only stronger sales, but also a campaign identity that stood out in a crowded retail landscape — a true showcase of how art direction and narrative can elevate performance marketing.
