Hobligations
Hobligations
Affirm’s holiday campaign tapped into the stress and obligations of the season—bills, office parties, and family visits—and reframed them through the lens of Affirm’s flexible payment solutions. The creative direction embraced the chaos of the holidays while positioning Affirm as the reinforcement that helps consumers celebrate on their own terms. Humorous, relatable scenarios brought the concept of “hobligations” to life, showing how Affirm empowers users to navigate the season stress-free. The lighthearted tone resonated across digital platforms, reinforcing Affirm’s role in helping people gift, travel, and enjoy the holidays without financial strain.
The campaign’s photography brought the concept of holiday “hobligations” to life through playful, light-hearted visuals. Art directed in collaboration with photographer Ryan Schude, the imagery tapped into the humorous side of seasonal obligations—like over-the-top holiday decorations, dressing up as Santa, donning ugly Christmas sweaters, and belting out karaoke at the office party. Each scene was carefully crafted to feel exaggerated yet relatable, striking a balance between chaos and charm while reinforcing Affirm’s message: enjoy the season on your own terms.
