American Express Apple Pay Photoshoot
During my time at Ogilvy Australia, I took on Art Director responsibilities for a key American Express photoshoot (one of the first campaigns I oversaw end-to-end). The objective was to produce native social media content and sponsored ads promoting the launch of Apple Pay in Australia.
In addition to my role as Digital Designer, I led the creative ideation, identifying everyday locations, from cafés to retail stores, where Apple Pay usage could be naturally showcased. I translated these concepts into scamps and sketches for Creative Director approval, developed the shot list, and collaborated with a Sydney-based props specialist to ensure the production was fully equipped and aligned with the creative vision.
A key focus was curating a variety of backgrounds to create visual interest across scenes—ranging from rustic wood tones to beach-washed boards to sleek steel workbenches, ensuring each setting offered a distinct mood while maintaining a cohesive brand narrative. This approach not only elevated the aesthetic appeal but also provided flexibility for the content to resonate across multiple digital placements.
In addition, each prop and object was carefully selected to make the scenes instantly recognisable while leaving space for the viewer’s imagination to extend the narrative beyond the frame. By placing the phone and a hand at the bottom of the screen, the composition invited the audience to feel as if they were the one making the payment, immersing them directly into the moment and creating a sense of personal connection with the ad.
