Production by Niki Dankner
Photo and Video by Jessica Schramm
Style by Scott Horne
Creative Direction by Madelyn Somers
“After spending the majority of the year in quarantine, people are craving human connection, authenticity and a little fun. As their feeds fill with pushy, generic Black Friday ads – we’ll provide a much-deserved break from the monotony.
Our BFCM 2020 concept is designed to feel genuine, human and playful. Utilizing bite-sized video and raw, behind-the-scenes moments of models interacting with our product, we will be able to offer both a promotion and an emotional appeal, as well as highlight our home essentials in an entirely new way.
Messaging will focus on 20% off everything, with supplemental copy as lighthearted as the creative – calling out urgency, rarity and current culture. The sale won’t last, but this feeling will.”
*Select photos shot in studio.