BARRY EPSTEIN

As anyone who's worked in retail knows, Black Friday & Cyber Monday are the end-all-be-all. It's when a company pulls out all the stops. Think: big-font, all-caps value props. So it was nice when we got to infuse a little bit of voice into our Black Friday campaign with a direct-mail piece that swapped 70% off for a wink and some sass.

As you scroll through my portfolio, you'll see performance metrics galore. For that reason, I thought I'd kick things off a little differently by showing you the purest distillation of my voice. After all, personality - not value props - is what builds brand affinity.