In an effort to connect more with Gen Z audiences, Afterpay and David Jones’ spring campaign “In Bloom” blurred the lines of reality, inspiring exploration into the wondrous new corners of modern fashion with CGI artistry by Justin Ridler.
I developed the messaging toolkit that set the tone for the innovative campaign, making sure every element—from the David Jones window displays to social posts and special offers—felt consistent, grabbed attention and ultimately inspired people to shop the spring collection at DJs.
