Pay Better.

For Afterpay’s first global campaign, in 2021 we showed the world that it wasn’t about paying later, it was about paying better.

Pay Better wasn’t just a brand campaign, it was a full-funnel brand platform, built to last. The first body of work to come out of our small-yet-mighty internal creative team, our brief was to get the world to understand why Afterpay is the better way to pay.

We didn’t just creative a fun ad with Rebel Wilson (we did that too). We turned a game-changing product into a globally recognised brand. From the scrappy incohesive brand elements that existed from Afterpay’s start-up days, we built a distinct tone and visual identity, and turned the brand’s founding principles - to provide a freer, fairer and more accessible economy for all - into bold actions across the globe.

The Pay Better platform was broad: from partnerships with personalities that aligned with the brand (e.g. Daniel Riccardo), to global event sponsorships with New York and Australian Fashion Weeks, and secret brand collabs and exclusive drops, TV spots, mall takeovers, street art, OOH, print, digital and more.

The Pay Better execution hinged on hundreds of playful, funny, and at times sassy metaphors explaining how to pay in 4. My main responsibility was developing the metaphors, headlines and scripts that were the foundation of the campaign and platform. But as a lean creative team tackling a global brand platform, we all had a job to ideate, manage agencies, and develop and approve creative.