Role: Digital Activation Manager (in-house)
Focus: Conversion-led creative for peak trading
Deliverables: Web tiles & banners, interactive product widget, paid social/PPC animations
Tools: Photoshop, Illustrator, After Effects & Visual Studio Code,
Black Friday is the most competitive trading period
of the year
high traffic, high intent, and a lot of noise. For Dulux Decorator Centre, the objective was to create clear, high-impact promotional creative that cut through quickly and guided customers towards priority products.
I was asked to use my design, web, and motion skills to create the campaign assets in-house rather than using an external agency — delivering a consistent creative system across web and paid media.
The campaign needed to perform across multiple placements during peak trading, while keeping the customer journey simple and fast.
Key challenges:
Rather than treating each asset as a one-off, the work was built as a connected creative system.
A set of promotional tiles and banners were created for the homepage, key navigation pages, and category placements. Each asset was designed for instant scannability — ensuring the main offer and priority products were understood in seconds.
To support the hero product, an interactive on-site widget was designed to follow the user and provide a direct route to the key product focus. The goal was to reduce friction during browsing and keep the primary offer visible without disrupting the shopping experience.
A suite of five animated creatives was produced in varying durations and formats to support PPC and paid social placements. The motion work was designed to maintain clarity at speed — strong hierarchy, clean messaging, and product-led visuals.
The campaign delivered strong performance during peak Black Friday trading. The hero product supported by the widget performed exceptionally well, and the creative assets contributed to one of the strongest trading periods of the year.
To keep this appropriate for public sharing, exact internal figures aren’t included — but the work:
During peak campaigns, high-performing creative is rarely about doing more it’s about doing less, clearer.
Strong hierarchy, consistent design language, and conversion-led layouts outperform noise especially when customers are making fast decisions.
The campaign contributed to the strongest trading period of the year, with particularly strong performance for the hero product supported by the on-site widget.
