Cyber Sale

For Contiki’s 2023 Cyber Sale, I led the creative direction on a campaign that needed to cut through one of the noisiest sales periods of the year. We built a bold “green glitch” visual system inspired by digital-first, game-like environments and rolled it out across 200+ assets for web, social, email, and paid media. Guided by user behavior, the design used oversized typography for impact, countdown elements to build urgency, and modular layouts that flexed across regions. We layered in gamification (“Play to Win”), organic-style TikTok and Instagram content, and destination-led storytelling to balance brand identity with authenticity. The result: a campaign that not only looked different but felt different, driving record-breaking engagement and Contiki’s highest booking day in history.