Solutions Black Friday 26

Solutions

Promotional horror narrative for Solutions' new line, integrating branded artifacts into the plot, breaking the fourth wall, and promoting collectivism to enhance audience retention and media foothold.

A promotional product in the psychological horror genre, developed as part of the presentation campaign for the new collection by the brand Solutions. PROJECT OBJECTIVE The key objective of the project was to capture and sustain the target audience's attention while simultaneously increasing conversion rates and reinforcing the brand's resilience within the information landscape. In a highly competitive environment dominated by traditional sales events, the task demanded an unconventional, profound, and emotionally charged engagement — one capable of differentiating the brand and generating a long-lasting news hook. CONCEPT & EXECUTION The central creative solution was a promotional product in the psychological horror genre, framed as a presentation of Solutions' new collection. The narrative foundation is the intersection of universes. The storyline introduces characters, supernatural entities, and mystical events that are not merely integrated into the brand's DNA but are inseparably tied to its products. This approach transformed the goods from objects of desire into artifacts around which the story unfolds. The pivotal artistic device was the breaking of the fourth wall. Direct address to the viewer, immersion into the narrative by breaching the screen's boundaries, and interaction with interface elements produced a maximally profound sense of presence — achieved organically through the storytelling itself. The project's core humanistic idea is collectivism, reflecting the brand's deep-seated values and reframing the theme of Black Friday as a moment of unity rather than consumption. SCOPE OF WORK The project involved complete creative and technical development, encompassing: Script — a multi-act structure with fully developed dramaturgy. Character design — the creation of unique beings that visualise the mystical nature of the unfolding events. Sound design — an organic sonic fabric that amplifies suspense and the immersion effect. Identity animation — dynamic integration of the logo and brand style elements into the narrative. Static and graphic elements — visual cues that reinforce the overall aesthetic. Unified stylisation — total artistic treatment of visual and narrative content within a single, dark-toned palette. SCRIPT: CHRONICLES OF THE ECLIPSE The narrative tells of the awakening of Darkness in the streets of a cultural capital. A mysterious black liquid begins to seep into the cracks of the pavement, infiltrating homes and the consciousness of the inhabitants, seizing the attention of both society and the viewer themselves. Through monologues delivered by otherworldly Entities, the audience is guided toward one fateful event — "BLACK FRIDAY IS COMING!" This is the moment when all become identical, merging into a single Collective under one symbol. ACT 1: AWAKENING The merging of universes begins. Black liquid seeps unnoticed into the streets and homes of a cultural city, lingering at the edge of perception. The first ripple of unease. ACT 2: EXPANSION A gradual increase in the number of Entities and the volume of black liquid throughout the city. The sky darkens, submerging everything into monochrome blackness. The sense of inevitability intensifies. ACT 3: ECLIPSE Entities are everywhere. The city is fully engulfed in darkness; the moon enters an eclipse. Reality thins to its breaking point. ACT 4: BLACK FRIDAY Absolute control of the Darkness. A mystical culmination where fear transforms into acceptance, and individuality dissolves into a single Collective under the brand's sign.