Brand:
Hurb
Project type:
Digital Marketing Campaign
Timeline:
~ 5 weeks
Year:
2020
Date:
Q4 2025
Black Viagem was Hurb’s 2020 Black Friday campaign, developed during the pandemic when travel was on hold and consumer confidence was low. The concept reignited desire for future trips through a bold visual system built on split screens, duality, and 3D elements tied to each destination.
As the main designer responsible for performance digital campaigns, I led the creation and scaling of high-impact assets across Nature, City, and Beach categories, ensuring consistency and efficiency across a high-volume rollout during Black Friday.
To support the campaign at scale, I developed a flexible design system that could adapt across hundreds of variations without losing visual consistency.
This allowed us to efficiently produce 400+ assets, covering multiple destinations, pricing dynamics, and urgency-driven messaging. All optimized for fast-paced campaign rollout.
Black Viagem became one of Hurb’s strongest commercial moments, contributing to +86.9% sales growth vs. the previous year and helping drive over 130K+ travel packages sold during the Black Friday period.
The campaign played a key role in reinforcing demand during a highly uncertain moment for the travel industry (Covid pandemic).
