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.

For this Black Friday event, we had an off-site photo shoot in an abandoned warehouse to be able to make the images more interesting, unique, and appealing to consumers. The warehouse also allowed the products to really shine. To tie together the Black Friday feel we focussed on hero products and details in Black.