\    JOSH NAVARRO
About   

Jockey® Labor Day Sale

2025
Web Designer
Video Editor
 For Jockey, the Labor Day Campaign is a seasonal promotion designed to encourage customers to purchase discounted products while enhancing the brand's visibility. This was a multi-channel expression that spanned across multiple touchpoints, including site, email, paid media, and social media. Collaborating with other designers & copywriters, I was responsible for creating & ideating the overall creative direction of the campaign. As well as designing & implementing the final site and paid media assets. Overall, this project was a fantastic way to blend creativity with strategic marketing, and I took great pride in how we brought the seasonal deals to life while uplifting the brand's voice.



The Challenge

Conversion in a Crowd


The goal of this campaign was to convert visitors into customers during a traditionally promotion-heavy season. It seemed like every site has a deal, and every brand wants to capture your attention during Labor Day. This presented a creative challenge as we needed to capture attention while expressing the brand to help the campaign stand out to consumers. 

 Research & Discoveries

The Emotional Approach


After researching prior competitor campaigns, we knew that consumers would most likely be saturated with a myriad of red, white, and blue graphics during this time. So, Jockey needed to take a different approach to help us stand out amongst the crowd. Creative that expressed the themes of Labor Day without relying on overused campaign motifs. 

To do this, I pushed for more of an emotional approach for this campaign's creative direction. We focused on the joy and shared moments that friends and family experience during a holiday of relaxation —spending time outdoors and enjoying delicious food in the company of loved ones. The concept of unwinding with friends and family aligns perfectly with the brand's values of comfort and caring. A perfect combination of expressing the holiday uniquely while harkening back to the core of Jockey's brand. 

Creating a video that represented these ideals was the primary form of expression for this campaign. Showing friends having fun on their porch, appreciating the last respite of summer weather before fall. I thought that this was the best way to visualize the campaign, serving as a strong anchor to capture attention.
Design

Site Hero Banner


On-site, the campaign came to life through a large video hero banner and smaller touchpoints throughout. Capturing customer attention through the use of video and bringing them in to purchase with great deals.




Design

Paid Media


The paid media aspect of this campaign was largely played out through the use of paid social advertising. Utilizing the video and adding some motion graphics flair to help stop the scroll and capture viewers' attention.