Strategy and creative direction in collaboration with BMF (2023)

As part of the broader Afterpay Where You Wouldn’t Believe brand campaign, I led the strategy and creative direction for Trev the Troll’s presence on TikTok. Originally introduced as the face of the hero campaign, our job was to bring Trev to life on social, building out his personality, backstory and world to deepen engagement and extend the campaign narrative.

Through trending formats, character-driven storytelling and platform-native humour, we built Trev into a recognisable (and loveably rogue) presence on TikTok, helping to grow Afterpay’s brand affinity and cultural relevance in a more playful, storytelling-led way.