Debora Szpilman Illustrates The Edit for Attentive’s 2026 Black Friday Cyber Monday Campaign
Illustrator Debora Szpilman has created the hero artwork and a series of editorial spot illustrations for The Edit, Attentive’s 2026 Black Friday Cyber Monday campaign.
The illustrated campaign gives Attentive’s data-led BFCM and Cyber Week resources a distinctive visual identity built around shoppers, technology, ecommerce and the changing rhythms of online retail.
Project: The Edit
Client: Attentive
Illustrator: Debora Szpilman
Campaign: Black Friday Cyber Monday 2026 / BFCM 2026
Illustration: Hero artwork and editorial spot illustrations
Further reading:Visit Attentive’s complete BFCM 2026 guide
What is Attentive’s The Edit?
The Edit is Attentive’s expert-vetted resource for Black Friday, Cyber Monday and Cyber Week strategy, bringing together consumer research, marketer insights, benchmarks, campaign ideas and practical guidance for brands preparing for BFCM 2026.
Structured with the visual language of a newspaper, The Edit presents its information through a masthead, large editorial headlines, ruled sections and illustrated story cards. The central message — “BFCM Facts! Zero Fluff!” — establishes the resource as a practical guide designed to help marketers plan, create and launch their Cyber Week activity with greater confidence.
The campaign covers the complete BFCM cycle. The illustrated pages shown here include advice on growing a higher-value customer list, behavioural marketing flows, pre-BFCM messaging, campaigns for early shoppers, conversion-focused BFCM campaigns and post-BFCM customer retention.
For more on the changing shopping landscape behind the campaign, Attentive’s 2026 research found that 83% of consumers begin planning holiday purchases before Black Friday and 71% expect to start shopping before Black Friday itself. Read Attentive’s 2026 Consumer Pulse findings
Who illustrated Attentive’s BFCM 2026 campaign?
Debora created the hero illustration and accompanying spot illustrations for Attentive’s The Edit.
The main artwork brings together a crowd of shoppers carrying oversized shopping bags and moving between laptops, smartphones and desktop screens. Rather than depicting ecommerce through conventional product photography or interface graphics alone, Debora turns online shopping into a busy human scene.
Her individual spot illustrations extend the concept across the campaign. Shopping bags become characters, digital controls become physical spaces and people appear to follow, carry or even rest on the technology around them.
It gives subjects such as SMS marketing, email marketing, customer segmentation, behavioural flows, ecommerce and conversion strategy a playful and immediately understandable visual language.
How are Debora’s illustrations used across The Edit?
The illustrations function as a complete editorial system rather than a single campaign image.
The large crowd scene provides the principal hero artwork, while the individual character illustrations appear alongside articles and resources throughout The Edit. This allows the visual identity to remain consistent as users move between different stages of Attentive’s BFCM planning material.
The campaign is divided into sections including “The Setup” and “The Draft.” Within these areas, Debora’s illustrations accompany subjects such as 7 Ways to Grow a Higher-Value List Before BFCM, 9 Behavioral Flows to Turn On Before BFCM, 14 Pre-BFCM Campaigns to Reach Early Shoppers, 15 BFCM Campaigns That Convert and 12 Post-BFCM Strategies to Keep the Momentum Going.
Attentive has also published separate research into the optimum timing of SMS and email campaigns during Cyber Week, based on billions of messages. Read Attentive’s BFCM SMS and email timing research
Why does editorial illustration work for a data-heavy BFCM campaign?
The Edit is built around research, statistics and marketing guidance, but its visual treatment deliberately avoids looking like a conventional corporate report.
Debora’s expressive linework and simplified characters introduce humour, movement and human behaviour into subjects that can otherwise feel heavily technical. The limited palette of orange, green, blue, yellow and black also works across both the dense hero composition and the much simpler standalone illustrations.
This balance between information design and editorial illustration makes the campaign useful as a reference for art directors and brands considering how illustration can unify a large digital content platform.
About Debora Szpilman
Debora is a Brazilian illustrator based in Paris, represented by Dutch Uncle. She studied architecture at UFRJ in Rio de Janeiro and fashion at Studio Berçot in Paris before moving into illustration full time. Movement, humour and poetry are central to her work.
Her practice spans editorial, publishing, advertising and brand commissions, with an observational approach particularly suited to subjects involving people and everyday behaviour.
For further examples of Debora’s editorial work, see her long-running illustrations connected with Jancis Robinson’s wine writing for the Financial Times. Read about Debora’s Financial Times illustration work
Where can you see Attentive’s full BFCM 2026 campaign?
The complete Attentive Black Friday Cyber Monday 2026 campaign brings together The Edit, Consumer Pulse and Marketer Pulse research, a Cyber Week checklist, campaign lookbook, webinars and further BFCM resources.
Debora’s hero and spot illustrations run throughout the campaign, creating a cohesive visual identity for Attentive’s 2026 approach to Black Friday marketing, Cyber Monday marketing, ecommerce, SMS, email and Cyber Week strategy.
Further reading:View Debora’s illustration portfolio · Explore The Edit and Attentive BFCM 2026 · Read Attentive’s 2026 holiday-shopping research
