afterpay x david jones
The brief:
Afterpay wanted to drive consideration and conversation amongst the Gen Z audience whilst positioning themselves as an innovative and forward thinking brand through their partnership with iconic store David Jones.
Insight + Strategy:
Blurring the lines of reality... Gen Z’s are the first generation to grow up fully immersed in the digital age and as a result most of their purchasing decisions are highly influenced through the use of social media platforms. With Gen Z’s strong inclination towards online shopping and extensive mobile usage, why not reach them where they’re at, effectively engaging them with the brand?
To truly innovate we looked to collaborate with three of Australia's most intriguing fashion designers, with both Afterpay and David Jones helping to bring their visions to life through mesmerising digital displays, aligning them with fashion and innovation.
Solution:
We sought out to engage Gen Z through an immersive journey, transporting them from physical windows to a virtual garden where garments from three Australian fashion designers come to life as our avatar interacted with the digital world, reflecting their unique identities.
Leading the trend of CGI-enabled, faux physical stunts and helping us further reach our target audience online, we took over the entire exterior of the David Jones Elizabeth Street Flagship Store to create a complimentary immersive experience that further mixed realities.
Thanks to both organic shares and a robust social campaign, our key launch film was further amplified online, generating more buzz from both the target younger Gen Z audience and older audiences, driving traffic online and in-store.
Total Reach:
4.3 Million views
6K Likes
100+ Comments
(Stats are organic reach on social)
The world of In-Bloom extended beyond the Elizabeth Street window displays with content running on in-store screens across 14 David jones stores around the country
Every detail was intricately designed and created virtually by Australian artist, Justin Ridler. Garments dawned on our virtual model was recreated digitally.
Amplify
Executive Creative Director: Tim Baggott
Associate Creative Director: Sabrina Khong
3D artist: Justin Ridler
Junior Designer: Susan Alzaim