From Petrol Station to Black Friday: Launching a Campaign in Two Weeks

From a Petrol Station to Black Friday: Launching a Campaign in Two Weeks

If you saw our Black Friday campaign this year, with its Figma screenshots, playful typography and that “designer left alone in the office while the rest of the marketing team is away” energy, you might have assumed it was something we rushed out the door.

You’d be right about the deadline, but not about the thinking.

That “raw” style was a conscious creative decision from the start.

We had just two weeks between the Trezor Safe 7 launch and Black Friday, so the aesthetic needed to feel quick, honest and slightly chaotic. The pace was real, but the direction was intentional. The concept was considered, the tone carefully shaped, and the team managed to build something cohesive, funny and unmistakably Trezor in record time.

Two Weeks, Zero Time, and a Petrol Station Between Prague and Plzeň

The moment the pace of this campaign really hit me was on a Friday afternoon, somewhere on the road between Prague and Plzeň. I had to pull into a petrol station to take our alignment call.

It wasn’t the ideal setting for kicking off one of our biggest campaigns of the year. I propped my phone against a metal service door behind the station, trying to hold a stable connection while lorries passed behind me, and talked the team through the early spark of an idea. It was a very rough seed, shaped by the collective exhaustion we all felt coming off the Trezor Safe 7 launch.

That was all it was: a seed. The idea that if we were all genuinely running at 2% battery, maybe the campaign should embrace that feeling rather than hide it.

The Monday Sync: The Seed Starts to Grow

When we regrouped in the office on Monday morning, the team had already taken that seed and turned it into something real.

The designers had started sketching. Early Figma explorations were already taking shape. The tone was beginning to emerge: honest, a bit chaotic, playful but still recognisably Trezor. It was immediately clear that the idea was no longer mine. The team had made it theirs, and that was when the real work began.

The Real Work Behind the Lo-Fi Look

There’s something funny about a campaign that looks intentionally rough. To make it feel that effortless, you need people with real craft behind it.

For this one, the design team — Max, Sofia and Pavel — carried a huge creative load. What started as a loose spark on a Friday afternoon became a real direction by Monday because of them. They took the rawness, the humour and the exhaustion, and shaped it into a visual language that felt playful without losing trust, and scrappy without becoming messy. Even when it leaned into chaos, it still felt like Trezor.

Watching them turn fragments into a fully formed creative world in such a short timeframe was genuinely impressive. They didn’t just execute the concept. They elevated it.

And they weren’t on their own. The video team added motion and clarity to the look. The social team sharpened the tone and carried it confidently across channels. The content team kept the voice warm, human and consistent, from the headlines to the newsletters.

It wasn’t one department shining. It was everyone pulling in the same direction, even when our collective energy was running low.

A Week of Pure Creative Momentum

By the time we reached the Friday before launch, two weeks after that petrol-station call, we were already laughing at how much had come together. It didn’t feel rushed in a negative way. It felt productive, focused and strangely energising once the momentum kicked in.

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Despite being genuinely burnt out from the Trezor Safe 7 launch, the team’s creativity didn’t just hold. It sharpened. Ideas moved quickly. Decisions were clearer. Everyone instinctively understood the direction and added something that made the campaign stronger.

This became one of the most productive sprints the content team has had, not because of pressure but because everyone aligned so naturally around the same idea. Seeing that happen, especially on my first major campaign as content lead, is something I won’t forget.

The 2% Battery That Carried Us

This isn’t a sales pitch. It’s a look at the people behind the pixels.

If this campaign proved anything, it’s that creative teams can do incredible things under pressure when they trust each other and lean into the moment rather than fight it. The 2% battery feeling wasn’t a problem to solve. It became the concept that carried us.

If you enjoyed this behind-the-scenes look, we’ll keep sharing more of how we build at Trezor. And if you haven’t already, you can check out the Black Friday campaign to see what deals you can get.

— Billy Campbell Content Team Lead, Trezor

From Petrol Station to Black Friday: Launching a Campaign in Two Weeks was originally published in Trezor Blog on Medium, where people are continuing the conversation by highlighting and responding to this story.