Chilli is the most renowned company within HFN. With more than 10 stores and a significant online presence, it is a popular choice for consumers seeking a lot of style for their money.

Black Friday is a crucial season for the company, as this period generates substantial revenue. I was responsible for Concept and Art Direction. This encompasses everything from the initial concept and design aesthetics to Art-Directing studio photography, with overarching responsibility for all materials developed by the creative team.

In the case of Chilli, the focus was on a sleek concept that deviated from the classic black background. Instead, the approach incorporated black details in both product and graphics. The campaign's product selection also emphasized natural materials, creating a soft impression that aesthetically contrasted well with the dark green background.