AMAZON
Building the creative foundation for Amazon's Black Friday campaign.
For Amazon's Black Friday campaign featuring Blink and Ring, I was responsible for developing the creative direction from the ground up. I created the campaign's core concept, defining the visual identity, storytelling, and creative strategy that would guide the entire campaign. This included researching design and visual trends, developing mood boards, identifying cultural references, establishing creative keywords, and exploring textures, lighting, and visual elements to shape the campaign's overall aesthetic. By bringing these elements together into a cohesive campaign narrative and creative hook, I helped establish a strong visual foundation that aligned with both the Amazon brand and the excitement of one of the year's biggest retail events.
Intro
To develop not just a look but a whole creative territory for the Ring Black Friday campaign, based on a minimalistic, industrial-luxury visual base (black, charcoal, platinum cylinders). We need to build a concept that’s both visually grounded and narratively strong.
Goal
Concept
“Foresight. Security. Modernism.”
Black Friday isn’t only about discounts — it’s about anticipation and being “ahead”. The Ring brand is about seeing before it happens. This is a conceptual bridge between modernist architecture, cinematic futurism, and premium tech.
Visual & Design
Trends to Anchor It
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Neo-Minimalism: stark shapes, monochrome palettes, concrete/metal textures — but softened with premium finishes.
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Cinematic Light: Spotlights, edge glows and high contrast
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Motion Graphics Trend: Slow, elegant reveals, typography sliding around objects
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Isometric or Modular Blocks: echo “security perimeters” or “building blocks of safety.”
Moodboard
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Materials: Black brushed metal, platinum, smoked glass, dark concrete.
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Geometry: Cylinders, grids, circular camera lenses.
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Typography: Tall, condensed sans-serif fonts (think Gotham, Neue Haas Grotesk) or a high-contrast Art Deco type for headings.
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Lighting: Halo glows, edge lighting, spotlight beams that mimic security camera cones of vision.
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Motion: Slow, fluid camera movements; abstract overlays of data lines or subtle pulsating rings.
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Imagery: Suggest silhouettes of doors/windows and the product highlighted like a hero object.
Final concept:
The Vault
Black Friday isn’t just about deals — it’s about unlocking what’s been kept hidden. The Ring ecosystem is framed as treasures in a secure vault, revealed one by one.
Visual Approach
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Cylinders act as vault doors and containers.
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Dramatic lighting: shadows, metallic glints, spotlight reveals.
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Motion = vault doors sliding, products emerging in slow motion.
Campaign Structure
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Countdowns: Animated cylinders rotating with thin beams of platinum light escaping the edges.
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Reveal Posts: Product emerges as if unveiled from an ultra-secure chamber.
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Tagline: “Black Friday, Unlocked.”
Ring Halloween special edition
For Ring’s Halloween activation in London, I created a limited-edition visual concept for the Ring Video Doorbell, designed to connect the product directly with the event experience. The event featured a spooky cemetery-inspired scenography, so I translated that atmosphere into a custom Halloween skin for the device.
The illustration combines the recognizable Ring aesthetic with a darker, playful Halloween world—using gravestones, twisted trees, a full moon and a mysterious hand emerging from the ground. The concept was designed to work naturally around the physical shape of the doorbell, turning the product itself into part of the campaign.
My contribution:
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Creative concept & visual direction
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Halloween-themed illustration
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Custom artwork adapted to the Ring Video Doorbell
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Product skin / special-edition design
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Visual connection between the physical event scenography and product
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Artwork preparation and product mockups
The result was a special-edition product experience that extended the Halloween event beyond the space itself, bringing the same visual story directly onto the Ring device.
