Own It.
Afterpay’s most recent brand campaign, spanning Australia, New Zealand and the UK. I was the lead Afterpay Creative Director, running the project with our creative agency from concept to delivery. An idea born in Australia, built across AU and the UK, and filmed in Bulgaria.
The problem: a growing negative perception of Afterpay and its users, deterring sign ups.
The brief: position Afterpay as the savvy financial brand for people ‘in the know’. Essentially, make Afterpay cool again.
How we did it: in two parts: an above-the-line TV and OOH campaign partnering with world-class, London-based director Matilda Finn (Rabbit); and a photography and messaging-led mid-funnel campaign with renowned Australian photographer Simon Eeles, utilising OOH, paid, social, digital and owned channels. This bold brand platform was designed to celebrate and empower a new generation of financially savvy Australians who are redefining modern payment solutions.
My role:
~ Lead Afterpay Creative Director (managing internal stakeholders and leadership, approvals, and creative agency 72andSunny);
~ Collaborative partnership with agency creative lead to concept the campaign idea (read: this was not a traditional outsourced-to-agency project. This was a joint effort, with much caffeine and many hours on Zoom resulting in Own It);
~ Messaging architect for core ATL campaign and all mid-funnel assets;
~ Key creative approver at every touchpoint (all assets, scripts, storyboards, location and director’s treatment, pre-prod, set build etc)
