MLK Weekend Sale / End of Season Sale

This campaign was developed for the MLK Weekend Sale (US) and End of Season Sale (CA), a short-term promotional push. The scope included a high volume of deliverables across email, paid social, Performance Max and SMS, with multiple sends structured around launch, category highlights, and urgency moments (last chance / final hours).

Email Marketing Design + Paid Social + PMAX Campaign | Figma

The core promotion was Extra 40% Off Sale Styles. However, the brief came with a major creative constraint:

No product photography
No close-ups or detailed product shots
No images where the product was the main focus

Beyond this restriction, there was no predefined creative direction, leaving room to rethink how a sale campaign could look and feel.

Brief & Constraints

Clearly communicate a strong promotional message

Break away from the repetitive, formulaic look of traditional sale emails
Create a flexible visual system that could scale across email, paid social, and PMAX, while respecting the creative limitations

Objective

With product visuals off the table, the focus shifted from what is being sold to how the promotion feels.

Use editorial and lifestyle photography to create emotional pull
Introduce depth and hierarchy through composition rather than product
Let typography and layout play a more intentional role in the visual language

Creative Insight & Approach

Visual Solution

A layered image system was developed using two stacked photographs:

The background image appears slightly larger, softened with blur and reduced opacity
The top image remains sharp and visually dominant, drawing immediate attention

This approach created: