Black Friday 2024 campaign
feat.
The Ordinary | NIOD
Services
Director
Cinematographer
Post-production
Timeline
3 months
launch date
Nov 1, 2024
Campaign 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.
Director | Post-production
Supporting the main campaign, I led the creation of secondary video assets for both The Ordinary and NIOD. My involvement spanned the entire production lifecycle, from initial concepting and art set coordination through to final post-production.
I closely oversaw all stages, including the physical production of The Ordinary's 'vending machine' visual and collaboration with VFX artists for NIOD's premium aesthetic. This ensured all supporting content was cohesive and powerfully amplified the campaign's core message of mindful consumption.
Selected works