visual execution for seasonal campaign

in 2025, i worked on the Black Friday campaign visuals for Cotswold Outdoor Group. as this is a large scale event that takes place annually, there is a fairly quick development period from concept through to execution. feedback from the client on the previous execution was that the colours weren’t prominent enough and the visuals weren’t impactful.

with this in mind, my initial process was to moodboard different visual executions of Black Friday campaigns by similar companies. working within an existing brand framework meant that the creative had to be on-brand, whilst also feeling like a refresh.

initial developments focused on bold kinetic typography as the focus, with imagery as more of a secondary focus. this process was refined to use a dreamlike landscape with subtle movement to create a dynamic effect.

once a creative route was agreed upon, assets had to be produced and delivered for several different channels to ensure a successful campaign.

the Black Friday campaign ended up being the client’s best performing in six years.