At DECIEM, I led creative on The Abnormal Birthday Party, the relaunch of the brand's annual 23% off moment, partnering with our AOR, Uncommon Studios, and our internal Brand and Digital leads. The month-long campaign spanned The Ordinary, NIOD, and LOoPHA, moving the promotion from November to April, the brand's birthday month, and shifting the energy from Black Friday urgency to a community celebration rooted in gratitude. Together, we rolled it out across freestanding stores, in-store birthday activations, digital, and social, with regional extensions through North America, EMEA, UK & Ireland, and APAC.