Telling the Local Story of Holiday Sales on a Global Level

Block's 2025 Black Friday / Cyber Monday campaign spotlighted local businesses and the merchants behind the registers. As one of the first expressions of the refreshed Block brand, it gave us a blank canvas to set the brand's new voice.

The technical challenge was a staggered city unlock, every market going live at the same local hour globally. We designed the experience to scale gracefully in real-time as some cities were mid-rush and others hadn't woken up yet. The weekend closed at 124 million transactions across 49.8 million consumers.