Black Friday is the single biggest shopping day of the year. For John Lewis, we were able to take £30m+ over the first night. I was heavily involved in designing and building all of the online creative, as well as working the overnight shift to manage new promotions when stock ran out.

This was a completely unique experience for a designer, to be working directly with sales teams, and a seriously demanding fast pace, where seconds literally costs hundreds of pounds. Imagery needed to be updated on the spot when close to selling out, and the website needed to be clearly in "Black Friday" without devaluing the brand. Therefore I stuck to a grid layout currently used, and kept the imagery very simple and clean.