This was my last project as design lead for XCM EU. Coming only a couple of months after Prime Day in July, the intention was to reuse the same creative to ease the production of this comparatively smaller deal event. However, the same approach had been used a couple of times at this point, so I pushed to explore a new visual to make sure this didn’t feel like business-as-usual, and the inclusion of the neon plinth was the approved solution.

I then led the creation of all primary design files for display, print, OOH, and social. As well as animating all the primary motion files for the TV, OLV, social and DOOH. We then compiled the campaign creative guidelines to be briefed to our agency partners to take on the artwork rollout for all 13 EU locales.