Callaway Golf
Pre-owned's black Friday 2025 campaign

The Challenge

In past years, the Black Friday campaign ran across multiple promotional periods spread over several weeks. The creative strategy had been to build visually similar assets across all of them, which made sense in theory, but in practice it created creative fatigue. By the time actual Black Friday arrived, customers had already seen so many versions of the similar thing that it didn't feel as special.

The other challenge was execution complexity. Four distinct promotional periods (Preview, Staff Picks, Fall Closeout, and actual Black Friday) needed to feel related but not identical.

My Thinking

The temptation was to develop a more elaborate concept system with four meaningfully different creative directions. I explored that route and ultimately made the call to pull back from it. A complex concept executed across a compressed production timeline, across multiple channels and formats, carried risk.

The solution was deceptively simple: keep the visual system bold and consistent, but change the primary promotional color for each of the four periods. Same architecture. Same typographic energy. Same layout DNA. Different color.

The animations added a layer of sophistication that static assets couldn't. For both the website homepage hero and the email hero, I designed reveal animations that brought in the featured club and promotional text as motion. Not decorative motion, but purposeful sequencing that directed the eye and created a moment of anticipation. In email especially, where you're competing for attention in a crowded inbox during the noisiest retail week of the year, that movement was a real differentiator.

The email layout also got a structural rethink. I redesigned the category button layout to be more visually distinct from the standard grid format. On the product category pages, I designed animated sliding banners that reinforced the promotional messaging at the point where purchase intent is highest. These weren't afterthoughts; they were part of a connected system where every touchpoint was working toward the same conversion goal.