magalu vol.303
This project brings together two of the biggest campaigns of the year, Black Friday and Christmas. It was an intense and rewarding period at House Magalu, where I had the chance to be fully immersed in large-scale production. Many of these creatives were developed in dedicated blocks, during a phase that was not only professionally impactful but also personally meaningful. I produced over 500 assets across both campaigns, ensuring consistency and performance across a wide range of formats and platforms. All rights reserved to Magazine Luiza. Some key visuals were originally developed by Magalu’s creative agency.
BLACK DAS BLACKS MAGALU Black das Blacks is Magalu’s biggest campaign of the year. It’s tied to one of the most important retail moments worldwide, Black Friday. The campaign was divided into multiple phases across November, with a large volume of creatives developed for platforms like Netflix, Globoplay, UOL, Meta, Google and app stores such as the App Store and Google Play.
the first half of November. Multiple adaptations were created from this KV, all aimed at driving engagement and warming up audiences ahead of the main event.
Right after the early offers, the campaign moved into Payday, a key date tied to when Brazilians receive their salary. A “coming soon” phase was launched first, adapting the main Black Friday key visual. Then we rolled out a series of assets positioning Payday as another big opportunity to take advantage of Black Friday deals.
One of the key challenges in this phase was creating overlay assets for Meta platforms. These pieces reach thousands of views during November and play a big role in spreading the campaign’s message.
This phase worked as an extension of the early offers, now under the name “Esquenta Black Friday.” The goal was to reinforce that Black Friday deals were already live and worth taking advantage of before the main date.
As part of this phase, we created over 30 different pieces for display media. Multiple formats were developed and adapted to reinforce the “Esquenta Black Friday” message across platforms. On the side, you can see some of the formats that were distributed during the campaign.
During the Esquenta phase, we also developed custom overlays for Meta platforms. These assets helped keep the campaign present across high-traffic placements. Right below, you’ll see Faz o 21, a campaign focused on highlighting Magalu’s flexible payment options.
Black das Blacks is the main moment of the entire campaign. It represents the peak of Black Friday at Magalu, bringing the biggest offers, visibility and impact across all platforms.
This key visual was adapted into 30+ different formats, including display pieces and assets for app stores like App Store and Google Play. We also developed materials for partner initiatives such as Vale Bônus and Magalu Marketplace, expanding the campaign’s reach across multiple touchpoints.
I developed animated motion pieces for Black Friday that ran throughout the campaign, reinforcing it as the best time to shop. There were two creative variations, one focused on the Magalu brand using logos, and the other highlighting products with a more offer-driven approach.
NATAL MAGALU Christmas is a key moment for global retail, and Magalu used this opportunity to show that it has everything to help people solve their holiday needs. The core message was "Tudo para resolver o seu Natal tem no Magalu," and we created multiple assets to support it, highlighting the brand’s variety and wide product assortment.
For this campaign, we developed 30+ creative rollouts across different platforms. These were support assets made to sustain the core message throughout the entire holiday period and reinforce the brand’s presence across channels.
We also created overlays to highlight key benefits like free shipping and fast delivery. These assets helped reinforce the campaign’s message across Meta platforms with high visibility and strong impact.
As part of the Christmas campaign, we adapted the visual language to create a special edition of Payday. This variation focused on highlighting the commercial offer, showing benefits like up to 80% off and free shipping, while maintaining the festive tone of the season.
Before launching the main offers, we created pieces to reinforce the campaign date. These assets came first to build anticipation. Below, you’ll see a key visual announcing that the Payday is live and ready to be explored.
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