The Marketers Sanctuary
Attentive’s yearly black friday/cyber monday campaign sets a soothing tone for your business’ success
Year
2025
Services
Creative direction, art direction kits, photography direction, design systems
Introduction
As the creative director of Attentive's signature Black Friday/Cyber Monday annual campaign in 2025, I got to lead the vision, execution and art direction kits for this campaign. This campaign, which drives leads and product upsell for Attentive products, sets up a series of free resources for businesses looking to maximize their BFCM campaigns and strategies.
Visit the live site here
Team
Sam Johnson: Head of brand
Abby Kohn: Creative ops
Hilary Henning: Copy lead
Tim Lampe: Creative director and design lead
Maura Kelly: Sr Designer, webflow development and systems
A mindful approach to navigating the chaos of BFCM, this concept delivers the tools, insights, and mindfulness needed to make strategic marketing feel centered and intentional. With calming, minimalist, and zen-inspired visuals, this is a journey to marketing enlightenment—awareness, application, transformation—that cuts through the noise with refreshing clarity and purpose.
The Concept
The core message we were aiming for with this was "Find clarity when others create noise." We'll help brands discover their authentic marketing voice through a centered, data-informed approach that cultivates meaningful connections, not just transactions.
Touchpoints for this campaign revolved around a web landing page for BFCM. We crafted an editorial-leaning mini-site that broke down the mindful marketer’s path into the 30, 60 and 90 day guides. Each section had a deep dive into tried and true tactics, tips and strategy and messaging for companies to use with their customers. There are downloadable PDFs to take with you, and additional resources specific to the Attentive product.
Imagery
Development
To create our mindfulness world, we wanted to mix and match textural imagery to put UI and product pieces on top of along with conceptual still-life imagery to summarize the themes of our guides and auxiliary content. We worked with photographer Sara Anderson on developing a consistent language for the still-life photography and concepts for each. Tim developed a extensive photo brief with 7 concepts, and Sara was able to interpret the themes and develop original concepts for each one.
Those photos became anchors for our 30, 60 and 90 day guides, and used throughout the website, PDFs and some social assets. For the areas where we used product and other UI pieces throughout the guides, we leaned on a set of stock textures that complimented the colors and textures of each theme. The UI was simplified, given a translucent feel and weaved into the art direction throughout.
Campaign extensions
