To launch citizenM’s 2024 black friday sale, along with citizenM’s internal Brand Marketing team, I was responsible for conceptualising and art directing the digital campaign for Black Friday.
The campaign’s focus was that black friday is a commercially heavy and exhausting time for consumers with endless sales and promotions. Our approach featured our chosen ‘citizens’ finding some well deserved rest amongst the madness.
The anti-Black Friday sale
art direction / photography / video / campaign / content production
The direction for the campaign had to echo the desire for sleep from all angles. From the draped bedsheet backdrop to the pyjamas and comfortable styling, I wanted to create a cosy, fort-like world for our audience to fall into.
I wanted to juxtapose the crisp, white sheets and neat as a pin hair and make-up with the ugliest yawns possible, showing that we are all human and we all need sleep. The true challenge? To make the yawning contagious for our audience.
Given the overwhelming number of sales campaigns during the Black Friday period, I wanted to ensure that ours stood out. The central theme of the campaign was to emphasise rest and relaxation, offering a moment of respite for guests in the midst of the Black Friday frenzy.
you snooze, you lose
