Argos Black Friday
I was Senior Designer and Art Director 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 signal that Argos offers more than expected. I led the creative end to end, developing the look and feel, building a flexible system across 40+ products and formats, managing junior designers, working with retouchers and overseeing proofs and delivery. I also used WPP OpenAI tools during concept exploration to help shape the direction. The campaign was delivered at pace, on time, and received a very positive client response.
Below is a selection from the campaign, showing the variety of products across different formats and how the visual system flexed.
