Black Friday 2024 campaign
Selected works
feat.
The Ordinary | NIOD
Scope
Director
Cinematographer
Post-production
Timeline
3 months
launch date
Nov 1, 2024
The brief
DECIEM's 2024 Black Friday campaign for The Ordinary and NIOD fundamentally rejects industry madness by setting a new standard of true value and mindful consumption. The campaign encourages considered purchasing with a consistent, month-long 23% discount, aiming to eliminate the usual pressure and FOMO associated with the event.
Visually, this is communicated through creative featuring abundant receipts and accessible vending machines, symbolizing a new, more transparent approach to quality. Ultimately, the goal is to empower customers to shop wisely, reinforcing the brand's core values of quality and consideration over fleeting bargains.
My approach
Supporting the main campaign, I led the creation of secondary video assets for both The Ordinary and NIOD, from initial concepting and art set coordination through to final post-production.
I oversaw every stage, including building The Ordinary’s ‘vending machine’ visual and working with VFX artists on NIOD’s premium look, keeping all supporting content cohesive with the campaign’s message of mindful consumption.
