Content Strategy and Creative Direction in collaboration with Jack Nimble, 2021

Afterpay’s ‘Small Stories’ initiative spotlighted SMB partners weekly with narrative-rich short-form videos on owned channels. Shifting focus in FY21, we crafted elevated videos emphasizing compelling SMB stories, utilised across social, CRM, and blog platforms. Goals included leveraging consumer sentiment for small business support, driving early product adoption, and enriching audience experiences. Targeting millennials and Gen Z, we positioned Afterpay as a cultural content hub. Renowned director Stefan Hunt lent expertise, ensuring authenticity with SMB interviews, bold graphics, and brand colours maintaining Afterpay’s aesthetic.