For ASOS's Black Friday 2022 campaign, I guided and transformed the creative concept, drawing inspiration from the idea of dopamine to develop a playful, token-inspired 3D visual game element that became a central thread throughout the campaign. This approach brought a sense of fun and optimism to an increasingly challenging and unpredictable environment for the commercial and fashion industries.

I designed 3D animated visuals across all paid media channels, branded the campaign for on-site and social platforms, and contributed additional branded media of the 'tokens' to ASOS's toolkit, providing a resource for future projects.