top of page

Chupi Black Friday Campaign

Chupi had never held a Black Friday sale before and we knew that this would be a great opportunity to showcase a collection of our fine jewellery.

Our limited edition Black Diamond collection were the signature pieces for this sale so we wanted to showcase them in all their glory and offer customers the chance to sign up to our mailing list for a 25% discount and a chance to be the first ones to shop our Black Diamonds.

All creative was pushed out across our email and social channels along with an official launch across our website and in-store.

The goal of this campaign was to create intrigue and excitement through the use of dramatic lighting. We used light prisms to play with diffracting light sources to make the pieces shine and stand out from some of our evergreen and e-commerce creative.

This proved to be a huge success and really hit a chord with our customers as the entire Black Diamonds collection sold out in pre-launch and resulted in record sales across all of our other collections.

The main objective of this campaign was to increase brand recognition through the use of captivating creative and, in turn, drive email sign ups and sales.

Project Journey:

Ideation, Mood-Boarding & Conception

Art Direction




Editing & Post-Production

black diamonds black friday-13.jpg
bottom of page