Work / Klarna
Case 03 / 10
Campaign
2024
Campaign
2024
KLARNA.
KLARNA.
A social campaign system turning desire, credit, and culture into a sharper visual language.
A social campaign system turning desire, credit, and culture into a sharper visual language.
Client: Klarna USA ✶ Role: Designer, Art Director ✶ Project: Social Content & Campaign Direction ✶ Year: 2022
Client: Klarna USA ✶ Role: Designer, Art Director ✶ Project: Social Content & Campaign Direction ✶ Year: 2022
A desire-led campaign world built for the speed of social.
A desire-led campaign world built for the speed of social.
Klarna needed social content that felt premium without becoming distant. The direction used desire, contrast, and surreal product moments to make everyday purchase behavior feel cinematic, tactile, and immediately readable in-feed.
Klarna needed social content that felt premium without becoming distant. The direction used desire, contrast, and surreal product moments to make everyday purchase behavior feel cinematic, tactile, and immediately readable in-feed.
Make commerce feel less like checkout and more like desire.
Make commerce feel less like checkout and more like desire.
01
01
The Desire Series
The Desire Series
A suite of surreal retail environments designed to make credit feel cinematic, elastic, and emotionally specific. Each scene turns a familiar purchase desire into a visual world built for quick recognition and long-tail texture.
A suite of surreal retail environments designed to make credit feel cinematic, elastic, and emotionally specific. Each scene turns a familiar purchase desire into a visual world built for quick recognition and long-tail texture.
Social content system · Campaign art direction · Composited 3D environments
Social content system · Campaign art direction · Composited 3D environments
The system stretches across retail, wellness, interiors, and entertainment without changing voice. Each asset keeps the same chrome tension, shadow depth, and editorial pacing.
The system stretches across retail, wellness, interiors, and entertainment without changing voice. Each asset keeps the same chrome tension, shadow depth, and editorial pacing.
Wellness room
Wellness room
Wellness room
Wellness room
02
02
SMOOOTHEST OF THE WEEK
SMOOOTHEST OF THE WEEK
After six months of Klarna's "Smooothest of the Week" Instagram Stories series, I led a creative refresh based on performance data.
The original format—weekly polls with random imagery—lacked thematic clarity and engagement depth.
This new approach proved to be effective, averaging in a ~90% completion rate.
After six months of Klarna's "Smooothest of the Week" Instagram Stories series, I led a creative refresh based on performance data.
The original format—weekly polls with random imagery—lacked thematic clarity and engagement depth.
This new approach proved to be effective, averaging in a ~90% completion rate.
SOTY 1.0:
Wellness room
Wellness room
My redesign:
03
03
Merchant round-ups
Merchant round-ups
The Weekly Instagram Stories highlighting Klarna merchants needed an overhaul. I rebuilt the series with a flexible template system that balanced product visibility with Klarna's playful aesthetic.
04
04
Evergreen work
Evergreen work
Reach
4.1M
4.1M
campaign impressions across launch assets
Saves
487K
487K
high-intent interactions and retained creative
Shares
1.3M
1.3M
distributed across creator and brand channels
