The Black Dot Sale campaign
Client / Block & Chisel
The Black Dot Sale reimagined Black Friday through the eyes of Block & Chisel’s dalmatian mascot. Instead of loud chaos, the campaign used charm, illustration and subtle storytelling. A single animated black dot—borrowed from the dog’s spots—bounced through the scenes each week, with our illustrated hound chasing it to uncover new offers. I developed the concept, created the artwork, collaborated with an animator and built a full campaign kit for rollout across web, social, newsletters and in-store media.
-
The idea began with our dalmatian logo — we took one of its signature spots and animated it into a playful black dot that bounces through the campaign like a ball. Our illustrated hound follows this dot from scene to scene, uncovering new deals each week. I developed the illustrated lock-up and worked with an animator to bring the character and dot to life.
-
Using MidJourney, I created illustrated interiors with our posh dalmatian posing in each scene. Subtle pinstripe references from our core brand identity and key sale products were woven into every setting, giving the campaign cohesion and charm. Each week had a unique colour that matched the look and feel of the product category on sale.
-
I built a full campaign kit in Illustrator and Adobe CC Libraries so the design team could apply it across all touchpoints — website, paid media, newsletters and in-store screens. Global styles made updates seamless throughout the month-long rollout.
The results
Campaign kit
I built a full campaign kit in Illustrator and Adobe CC Libraries so the design team could apply it across all touchpoints — website, paid media, newsletters and in-store screens. Global styles made updates seamless throughout the month-long rollout.
