Promotional Campaign

Black Friday in July

Fingerhut challenged our team to rethink the typical promotional cadence with a Black Friday in July campaign—designed to be disruptive, memorable, and unmistakably on brand. The goal was to break through the noisy retail environment of summer sales and create a full-funnel moment that would surprise and excite customers. We asked ourselves: How can we make a typically wintery shopping event feel fresh and compelling in the heat of July?

Our answer was to let the savings take over summer—literally. I concepted, art directed, and executed a bold visual direction where thick, glossy black paint poured over iconic summer objects like flamingos, daisies, and beach balls, transforming the familiar into something striking and unexpected. This disruptive imagery, paired with playful and energetic copywriting, created a lively, attention-grabbing experience that extended across print, digital, email, social, and web platforms.

The result was a high-engagement campaign that not only stood out but refreshed perceptions of the Fingerhut brand. It proved that bold, unexpected creativity could drive meaningful customer interaction—and that sometimes, getting a little messy with your ideas leads to the most memorable results.