When working at Expondo, one of my biggest challenges was art-directing the Black Week Sale, the most significant sales campaign of the year. Instead of following the typical "black and red discount" visual language, I wanted to create something that stood out, told a compelling story, and engaged the audience on a deeper level.
6. Expondo - Black Week
The idea I developed revolved around a Solar Eclipse—a rare, awe-inspiring event that builds anticipation, peaks at a spectacular moment, and gradually fades away. This natural phenomenon perfectly mirrored the progression of a sales campaign, from early promotions to the grand event and its aftermath. We started working on the idea.
The Solar Eclipse Blackout Sale was a massive success, driving sales 17% higher than the previous year. The combination of immersive storytelling, bold visuals, and a mystery-driven experience kept customers engaged and eager to uncover hidden deals. This campaign proved that storytelling is one of the strongest tools in marketing, transforming a simple sale into an unforgettable event. By creating anticipation and urgency, we didn’t just boost sales—we built a shopping experience that truly resonated with customers.
