Dubai, UAE – February 16, 2026: In a retail month dominated by predictable Black Friday narratives, HALFTONE took a different route: disrupt visual fatigue.

For Styli’s “Big November” campaign – winner of Retail Campaign of the Year: Online Fashion Retailer at The TAG Awards 2026 during the Retail Reboot Summit. HALFTONE led the full creative direction and production with one objective: build a scroll stopping visual system engineered for social. The concept was developed collaboratively with Styli’s brand and in-house creative teams, combining strategic insight with bold execution.

Rather than relying on dark sale aesthetics and aggressive discount banners, the campaign introduced a playful, exaggerated design language inspired by distorted proportions: oversized heads paired with smaller bodies.

The creative mechanic was simple and repeatable: The bigger the offer: the bigger the head.

This proportional exaggeration visually amplified the idea of “Big November” while immediately interrupting in-feed behavior across social platforms. The concept was designed as a scalable creative system deployed across:

  • Social-first video and static formats
  • Performance ads
  • CRM touchpoints

By breaking category codes and challenging conventional Black Friday aesthetics, HALFTONE transformed Big November into a distinctive digital identity rather than a typical retail campaign.

Nupur, Head of Brand, Content & Studio at Styli, commented: “November is the most competitive month in e-commerce, and we knew Big November had to be unmistakable. The Big Head mnemonic gave us a bold, thumb-stopping way to bring ‘big brands, big discounts’ to life across 11.11 and Big Friday. Halftone were the right creative partners to execute this seamlessly, helping us stand out during the most important trading period of the year.”

The result: strong cultural cut-through during the region’s most competitive retail month and industry recognition at The TAG Awards 2026.