Expondo
Redefining Expondo’s biggest sales event with bold art direction and narrative design, driving significantly higher sales year-on-year.
Where It started
Black Week is supposed to be exciting, but the category managed to make it boring. Every brand was shouting in the same palette of black-red-gloss, burying itself under banners that looked interchangeable after two seconds. Expondo needed something sharper, something that didn’t feel like another November panic sale. The brief wasn’t about discounts. It was about breaking out of the noise entirely.
What I wanted to build
I wanted a sales campaign that felt like an occurrence, not a markdown. A moment people leaned into, not scrolled past. The solar eclipse idea landed because it had the tension and rhythm that retail lacks. It let the campaign breathe like an event with phases: the slow dimming, the full blackout, the reveal. Instead of shouting, the work pulled people in. It framed Black Week as a cosmic interruption, not a spreadsheet exercise.
What I learned along the way
The more I explored the concept, the clearer it became: scarcity is only interesting when it feels earned. Most Black Friday work cheats, it screams urgency without giving anything to feel. But the eclipse metaphor handed us a natural crescendo. We didn’t have to fabricate drama; it was built into the idea. And that’s what made the campaign stand out in a month where absolutely nothing stands out: it felt inevitable, not forced.
What the work changed
Visually, the campaign lived in deep blacks and sharp, atmospheric flares, a world where light felt precious. Every touchpoint followed that language, from motion assets to landing pages to emails dripping with slow-burn anticipation. Each phase of the sale shifted visually, mirroring the movement of the eclipse. It created a narrative spine that tied the entire campaign together and made people feel like they were part of a timed event instead of a discount dump. The result: The campaign was one of the key creative drivers behind a noticeably improved sales week. Not because it was louder. Because it had a point of view.
