Black Friday

My Role — I led the digital art direction and customer journey for Tilley’s Black Friday campaign, translating the campaign concept into a cohesive eCommerce experience. I planned the on-site journey, defined the visual hierarchy and merchandising flow, designed homepage banners and the campaign landing page, and adapted creative assets for different promotional categories.

The Strategy — The campaign began with six core images that established the visual language. My challenge was to expand this limited asset set into a complete digital experience while maintaining visual consistency across the homepage, landing page, and category entry points.

I built the journey around clear promotional segmentation, allowing customers to quickly shop by offer and product category. I selected complementary landscape imagery for the campaign hero and extended the original creative direction across additional categories.

Where campaign imagery did not exist, I created new assets using Nano Banana and Photoshop, including adapting existing product photography for Best Deals and transforming lifestyle imagery to represent the Home category. This allowed the full promotional story to feel cohesive despite the original asset limitations.

The Execution — I translated the campaign strategy into an end-to-end digital customer journey, including homepage campaign placements, promotional banners, the Black Friday landing page, category navigation, merchandising hierarchy, and pathways into product discovery.

The experience moved customers from the main campaign message into clearly segmented offers such as Hats, Winter Hats, Cashmere & Merino, Apparel, Best Deals, and Home, before transitioning into shoppable product merchandising.

Collaboration — I partnered closely with the Creative Director, who provided the core campaign assets and approved the final art direction and copy. I also worked with the eCommerce & Merchandising Director to align promotional hierarchy, category segmentation, and product merchandising with commercial priorities.

The Impact — The Black Friday was identified as one of the year’s major revenue acceleration initiatives. The campaign contributed to +27% YoY global net sales during the Black Friday period and +87% conversion lift vs. budget in Canada.

Key Takeaway — A clear, visually cohesive and strategically segmented customer journey can turn campaign creative into measurable commercial performance.