08/12/2025
Building a premium social media Black Friday campaign: our full creative strategy revealed
A glimpse into our creative direction for DEFREI, a sensory-led Black Friday campaign built through intentional creative strategy, premium product photography, and elevated visual storytelling. Instead of relying on typical seasonal visuals, we approached Black Friday through the lens of atmosphere, contrast, and brand experience.
We used a dining-inspired set design to “serve” scent as a visual concept, from plating setups to cloche reveals; creating a luxury, ritual-like moment around the product. Every detail was intentional. We strategically highlighted the black vessel THORNN to echo the Black Friday theme, pairing it with moss, a key ingredient in the fragrance, to build depth, texture, and a strong visual anchor.
To push the narrative further, we contrasted the expected act of lighting a candle by exploring the opposite: melting. A block of ice became a symbol of defrosting season, adding a sensory, conceptual twist to the campaign. Each setup was crafted to maximise impact, texture, and brand identity while keeping the visuals premium and scroll-stopping.
Our goal was clear: to create a Black Friday campaign that stands out, feels luxury, and reflects strategic creative direction from concept to final edit.
If you’re looking for creative direction or content creation for 2026, we offer one-off campaign shoots and long-term content services tailored for premium brands. Enquire via the link in our bio or DM us to begin your 2026 journey with .KOM