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On Black Friday 2018 I centered Shoofra’s campaign around black magic. As a person who loves historical stories about witches, magic and mysticism, I saw Black Friday as an opportunity to combine my love for the occult with the weirdly named shopping feast, and thus Black Magic Friday came about. The campaign took the “black” part very seriously and combined it with elements from Voodoo and different kinds of dark magic to create a spooky, intriguing feeling.