CitizenM

Try to stay awake in anticipation of the best sale of the year.

For citizenM, I photographed a playful campaign for their Black Friday sale that breaks away from traditional sales approaches. Instead of conventional promotional visuals, we took a bold and playful direction—showcasing guests struggling to stay awake in anticipation of the big sale.

Woman in lavender robe with eyes propped open against yellow background, citizenM hotel sale ad.
Person wrapped in white duvet with googly eyes, pink background, citizenM hotel advertisement with text 'book now, sleep later.'
Woman wearing alarm clock earmuffs, hugging a pillow against a blue background, with text "citizenM says: stay awake for the sale of the year" and citizenM logo.
Laptop on a white bed displaying a website with a woman wrapped in a blanket, wide-eyed, and text saying, "citizenM says: stay awake for the sale of the year.”
Smartphone displaying a citizenM advertisement featuring a woman with a yellow background, text "citizenM says: don't sleep on it," and an offer for "discounts up to 30%" with citizenM logo.
A smartphone displaying a citizenM advertisement featuring a woman with headphones hugging a pillow. The text reads: 'citizenM says: don't sleep on it.' Offers include 'discounts up to 30%.'"

Team

Client: CitizenM
Agency: KesselsKramer
Photography: Max den Hartog
Photography assistant: Flo Verhulst
Creative Direction: Gijs van den Berg / Joe Crowther
Art-Direction: Gijs van den Berg
Copywriting: Charlie Bowden
Graphic Design: Marco Tiberio
Prodution: Ninnog Duivenvoorde
MUA: Alexander Van Der Heide

2023