Samsung Experience Store - Black Friday
Mission Statement
Black Friday is one of Samsung’s most competitive retail moments, with a wide range of products, offers, and categories competing for attention. Samsung needed a high-impact campaign that would not only drive footfall but actively engage customers in-store and capture valuable data.
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The challenge was to design a page that felt bold and promotional, yet still aligned with Samsung’s clean, high‑tech visual identity.
Key considerations included:
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Presenting multiple offers without overwhelming customers
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Creating a clear hierarchy for product categories
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Designing a creative that worked seamlessly across print, digital and animation
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After creating the strategy for Black Friday, I developed the campaign’s key visual, which became the central creative asset rolled out across print, digital, animation and video. Working closely with Samsung client, I delivered a modular design system that balanced clarity, conversion, and brand expression.​​
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Key Visual
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The hero visual established the foundation of the campaign, built around anticipation, reward, and discovery. Designed to scale seamlessly across retail, digital, and motion, it created a bold and recognisable identity that unified every touchpoint. The visual language reinforced the idea of “unlocking” rewards, immediately communicating the value exchange to the customer.
Black Friday
Spin the Wheel
A physical, interactive installation designed to transform footfall into engagement. The black-light reactive wheel revealed prizes only once spinning stopped, introducing suspense and elevating the experience beyond a standard promotion. This gamified approach encouraged participation while supporting data capture through a sign-up-first mechanic.
Digital Activation
A large-format digital placement designed to capture attention within a high-footfall retail environment. The creative was optimised for quick impact, delivering a clear and compelling message that directed audiences toward the nearby Samsung Experience Store. This acted as a key driver of top-of-funnel awareness.
In Store Animation
A dynamic motion asset created to bring energy and visibility to the campaign within the retail space. The animation reinforced the core mechanic while highlighting key rewards, ensuring the activation remained front of mind throughout the customer journey. It added movement and atmosphere, increasing overall engagement in-store.
Entrance Stand
Positioned at store entry points, the stand was designed to communicate the activation clearly and instantly.
Digital Banners
A scalable suite of assets developed for web, social, and retail media placements. Each execution maintained a consistent visual identity while adapting to different formats and environments. These assets extended the campaign beyond the store, driving awareness and reinforcing the activation across multiple touchpoints.
Results
The final landing page supported Samsung’s Black Friday campaign across multiple regions, driving strong engagement and providing a clear, intuitive shopping experience. The modular system allowed the team to update offers quickly, ensuring consistency throughout the promotional window. The design contributed to a successful seasonal campaign while reinforcing Samsung’s premium digital identity.