Art Direction
Afterpay
Paid acquisition at Afterpay is responsible for generating new active customers, app downloads and sign-ups. My role was to support the strategy, design and copy efforts that go into developing successful media campaigns. From implementing new look and feel for evergreen creative, to establishing a methodical approach to a creative testing strategy, I flexed between hands-on design and strategic thinking.
Coinciding with a branding facelift, I collaborated with the global brand studio to test the old Afterpay branding and messaging frameworks against the new landscape. Every creative test had a key objective or metric that outlined a clear foundation for the next round. This process unearthed net new learnings and reinforced some current brand positioning. The test included: static, motion, 3D elements, value props, color and verticals.
I provided creative direction to a 3rd party vendor designing a series of motion creatives. The creative was designed to test two things. Does video drive more conversion than static and which messaging framework is most engaging for viewers? The messages to test were: merchant variety, product features, and how to.
I built this sneaker campaign based on a number of insights gathered through collaboration with the marketing and strategy teams. This ad series combines: top performing ad format, high conversion driving product vertical and messaging, along with a key merchant. From a strategy perspective, this particular campaign was live during a small window of time that was recognized as a high volume driver for the sneaker industry which aided in its success.
Creative Director & Designer