Peanut butter and jelly. Bacon and eggs. Jeans and a T-shirt. The classics are classics for a reason—but they’re not exactly inspiring. 

Enter Affirm on Apple Pay—where options are open and the only limits are the bounds of your imagination. Where you can dream bigger, do more, and live life on your terms—all with a few simple taps and a satisfying double click.

Dream. 
Then dream bigger. 

Role
Owned and led the Apple Pay 2.0 “Dream Bigger” campaign from end to end—driving creative strategy, concept development, and execution across all channels.

Developed and sold the concept through executive leadership, Apple partners, and cross-functional stakeholders.

Directed the campaign photo shoot—from moodboarding and casting to on-set direction and post-production.

Oversaw campaign design across static and motion assets, ensuring consistency and quality from art direction through final delivery.

Collaborated closely with writers, producers, photographers, and internal teams to bring the work to life under tight timelines—delivering the year’s highest-visibility launches for the brand.

This concept uses a bold, headline-driven approach to reimagine everyday pairings—like bacon and eggs—as something bigger and more inspired. It’s about how Affirm on Apple Pay helps people dream beyond the expected, turning the ordinary into something extraordinary.

This concept also plays off competitor, Klarna’s “Perfect Pairings” Apple Pay campaign. While Klarna celebrated the expected, we borrowed those same pairings and expanded them—showing how Affirm on Apple Pay turns everyday moments into extraordinary ones.

I took a clean, intentional visual approach, using a modern palette centered on Affirm’s core indigo to keep the focus on storytelling. Gradients weren’t just decorative—they served as a narrative device, guiding the viewer through the emotional arc of each headline.

I collaborated closely with Apple and photographer Dwight Eschliman to create bespoke product photography for the campaign. Every angle of the phone was carefully considered—each one chosen to add energy, create movement, or bring a more dynamic feel to the final creative. The result was a series of images that felt premium, intentional, and uniquely Affirm.

We brought the campaign to life across multiple digital platforms and paid media channels using simple animation and sound design to enhance the storytelling. Each spot begins with generic hold music that’s interrupted by the Affirm + Apple Pay chime—signaling a shift. That sound triggers the final line in the headline and transforms the music to reflect the elevated, dream-worthy experience unlocked by Affirm.

Each asset in the campaign drove to a dedicated landing page where users could discover the perks of using Affirm on Apple Pay and easily shop top brands—all in one place.

In the second phase of the campaign, we brought the Dream Bigger headlines to life through video—using a visual storytelling approach to show how everyday moments become extraordinary with Affirm on Apple Pay. To extend the story further, we partnered with influencers to share their own ‘Dream Bigger’ moments—from dream vacations to home renovations—showcasing what’s possible when you pay over time.