Afterpay was producing thousands of assets annually, but we were patching gaps with generated content and stock imagery that shaping how we felt as a brand: disjointed. I saw an opportunity: what if we built our own library? Something that didn't just fill the gaps, but elevated our entire visual language.

I wrote the brief and pitched the shoot. Got funding from both the creative and brand team and even doubled the content and licensing terms.

The goal: create an evergreen image library that embodies "In the Know"- our brand idea. Content that reflects time, freedom, and authenticity - the core of our product offering.