Lyko – Black Week

One of the year’s largest and most extensive sales campaigns, running across all Lyko markets and spanning an entire month of tactical communication. As Art Director, I shaped the visual direction around AI-generated neon products, creating a distinctive visual world that could scale throughout the campaign and adapt to new offers each week. The campaign was designed to cut through the noise of the year’s most competitive sales period. When they go black, we go bold.

My role: Art Direction, Design