EOFY Campaign

June 2025
Creative Direction
Design System

Credit:
AI Artist: Bob Connelly
Creative Partner: Marissa Shirbin
ECD: Luke Martin

EOFY isn't impulse season—it's ambition season. People aren't scrolling and stumbling into purchases. They're planning. They're eyeing the laptop upgrade, the new winter wardrobe, the investment piece they've been waiting for the right moment to buy. And Afterpay makes that moment now.

This campaign was talking to existing users who already get it. They know how Afterpay works. What they need is permission to go bigger. So we leaned into something distinctly Australian: our cultural obsession with making things massive. The Big Prawn. The Big Banana. The Big Potato. We took that energy and applied it to EOFY - showing the ambition of mid-year purchases through scale.

Big products.
Small payments.

June is peak season for large appliances, but the EOFY mindset of strategic spending benefits merchants across categories.

Performance

+22%
growth YoY

Animations out performed statics

+30%
in-store target

+8%
active customer target

Ai + Node-based Motion Ai+ Photoshop + After effects + Figma.

We partnered with an AI Artist Bob Connolly to craft the models and products that we meticulously art directed (down to the slippers. I then tweaked the lighting and detail using Photoshop. We then used node-based ai motion tools & After Effects to make subtle movements to quietly bring attention to the subjects.

And of course, good old Figma to roll out the hundreds of layouts.