[Creative Concept] [Art Direction] [Rollout]
Creative Partner: Andy Russell
Afterpay exists to help people enjoy life in the here and now, so we used that insight to inject some fun back into the shopping experience. We created the campaign line ‘Go 4 it’ to drive a message that was both fun, empowering and functional towards the product benefit. Using nine insight-driven personas we developed creative that spoke to our audiences’ shopping habits and positioned Afterpay as a relevant brand.
Taking cues from flat-lay editorial photography, we created a look and feel that was clean, distinct and ownable to Afterpay. Pushing it a step further with a distinct monochromatic execution, giving each execution and target persona its own unique palette.
