Argos Black Friday
I was the Art Director and Design Lead on the Argos Black Friday campaign, creating a bold visual direction to help the brand stand out in a crowded retail space.
Inspired by the language of technology, we used neon light and high-contrast environments to elevate everyday products and reinforce the idea that Argos offers more than expected. I led the creative from concept through to delivery, developing the look and feel and building a flexible visual system that could work across 40+ products and formats.
I also managed junior designers, worked closely with retouchers, and oversaw proofs and final delivery to keep everything moving at pace. During the concept stage, I used WPP OpenAI tools to explore ideas and help shape the visual direction.
The campaign was delivered on time and received a very positive response from the client.
Below is a selection from the campaign, showing the variety of products and formats, and how the visual system flexed across the different executions.
