Black Friday is the most important month for Pierce across 24MX, XLMOTO and Sledstore. As art director I was briefed to create the campaign brief and the visual language. On site I pushed for raw and realistic visuals with top athletes using the exact products we were promoting. Across social and external media I did the opposite of the usual black theme and went as bright as the brands allow so the work stands out in a crowded week. I then managed the in house creative agency to produce all sales communication with consistency and on time across three stores and every channel. This approach connected the brand to real riders, made the offers impossible to miss, and kept delivery calm under pressure.