Hello Digital
From offline to online media
Short overview
Following the discontinuation of the physical retail, Action needed a scalable digital alternative to activate weekly promotions across multiple markets.
We were asked to introduce an online video layer that could maintain urgency and retail relevance while operating within an already existing always-on structure.
I led the creative development of a dynamic promo system and guided the technical setup in collaboration with developers, combining 3D retail visuals with a flexible product feed infrastructure for localized, real-time promotional communication.
Client
Action - Ongoing
Role
Design Lead
Team
2 Designers
Online Video for the Netherlands
The challenge
Retail promotions require speed, clarity and constant updates. Without the physical folder, the brand risked losing a recognizable weekly promo moment and a key urgency driver.
The challenge was twofold:
Create a visually engaging digital promo format that could replicate in-store experience.
Build a scalable system that allowed pricing, stock and product selection to update dynamically per country and category.
It needed to be creative, yet operationally sustainable.
Creative Direction
We developed a 3D retail shelf environment where weekly promo products would “rush” out of the shelves, visually stimulating high demand and urgency. This concept reinforced scarcity and momentum, turning static price communication into an energetic digital experience.
The modular shelf structure allowed seasonal swaps, keeping the environment relevant throughout the year while maintaining a consistent visual identity.
Default master file in Dutch
Default in Spanish translation
Execution & collaboration
I worked closely with media and the development team to align creative vision with technical feasability, and presented the concept and approach to the client throughout development.
The project required balancing aesthetics with data logic: translating retail mechanics into a scalable digital framework. I acted as the bridge between creative execution and feed infrastructure, ensuring both layers worked seamlessly together.
Christmas variation in Polish
Dynamic System Architecture
The real innovation sat behind the visuals. I defined the creative and structural approach for a dynamic product feed system in close collaboration with the developer, enabling:
Automated pricing updates;
Stock-based adjustments;
Country-specific variations;
Category-level control;
Selective product highlighting.
This ensured that what audiences saw in the video matched the promotional pricing shown in-market.
The campaign built on a dynamic feed framework I originally conceived and structured, which was further developed in collaboration with a developer under my creative direction.
Although later iterations simplified some technical elements due to internal client changes, the foundational approach remains in use across markets.
Impact
The online video layer extended the existing always-on promo structure, adding a dynamic and visually engaging format to complement the digital replacement of the traditional folder.
It increased flexibility across markets, reduced manual production load and contributed to a scalable system that continues to support promotional campaigns.
Reflection
Dynamic campaign architecture has become one of my core strengths. I believe scalable, feed-driven structures are not just a technical layer, but a strategic foundation that allows creative work to stay flexible, relevant and future-proof.