Amazon
Building the creative world behind Black Friday.
For Amazon’s Black Friday campaign featuring Ring and Blink, I developed the creative direction from the ground up — shaping a visual world designed to capture the anticipation, energy and scale of one of the biggest retail moments of the year.
The creative territory
Foresight. Security. Modernism.
Rather than approaching Black Friday purely through discounts and promotional messaging, we built the concept around anticipation.
Visual and design direction
Creating a world of anticipation.
The campaign was grounded in a minimal, industrial-luxury aesthetic built around black, charcoal and platinum tones.
Moodboard
I built a bold visual world around six core elements:
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Materials
Dark metal, glass and concrete.
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Geometry
Cylinders, grids and circular forms.
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Typography
Bold, modern and architectural.
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Lighting
Halos, sharp beams and dramatic shadows.
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Motion
Slow reveals and subtle pulses.
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Imagery
Products elevated as hero objects.
Final concept
The vault.
Black Friday, unlocked.
The final creative concept transformed Black Friday into an act of discovery.
Instead of simply presenting products and offers, The Vault imagines the Ring ecosystem as a collection of valuable objects kept inside a highly secure environment — waiting to be unlocked.
Products are gradually revealed through dramatic lighting, metallic surfaces and architectural forms, creating anticipation before each offer is exposed.
The idea gives the campaign a simple narrative device that can be extended across multiple formats and moments.
Halloween special edition
When the product becomes part of the experience.
For Ring’s Halloween activation in London, I developed a limited-edition visual concept for the Ring Video Doorbell, connecting the physical product directly with the event environment.
The activation featured a cemetery-inspired scenography, so our team translated that atmosphere into a custom Halloween skin designed specifically around the shape and functionality of the Ring device.
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