Black Friday
Campaigns for
Naked & Thriving

  Campaign Strategy
  Creative Direction
  Email & SMS
  Paid Media

Naked & Thriving's highest-revenue campaign of the year—creative direction for a full-brand takeover across web, email, paid media, and social.

THE CHALLENGE

Black Friday at Naked & Thriving was an all-hands moment. An 8-person in-house creative team was responsible for every asset across the entire company—retention, acquisition, product, etc.—while managing peak site traffic and some of the tightest timelines of the year.

The creative challenge was conceptual as well as operational. How do you maintain brand integrity, visual cohesion, and creative quality at that volume and speed, while every channel team is pulling for assets simultaneously?

The answer was systems. A single creative framework, clear messaging hierarchy, and modular asset architecture that could scale across every touchpoint without a rebuild from scratch each time.

MY ROLE

I led creative direction across the full campaign, from concept and messaging strategy through visual execution, website takeover, and channel rollout.

Campaign Messaging Strategy
Creative Direction & Visual Design
Website Takeover
Email & SMS Creative
Paid Media Creative
Direct Mail

THE APPROACH

The creative strategy started with a deliberate choice: black. One of N&T's core brand colors, black became the visual foundation for every Black Friday campaign, creating the high contrast that creative testing had consistently shown drove stronger performance across paid and organic media, while immediately signaling to both new and returning customers that this was a tentpole moment. Not just another sale. A brand event.

Photography direction elevated the campaign with minimal compositions made dramatic through product perspective, scale, and light. The goal was to make the brand feel more premium at its highest-volume moment.