Work / Klarna

Case 03 / 10

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

The Desire Series

Social Content System ✶ Campaign Art Direction ✶ Composited 3D Environments

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.

The system stretches across retail, wellness, interiors, and entertainment without changing voice.

Every asset keeps the same chrome tension, shadow depth, and editorial pacing, recognizably one world, however different the category


Why it worked: the craft is building one visual world flexible

enough to hold retail, wellness, and entertainment

without ever breaking its own rules.


It wasn’t commenting on the fandom — it was made from inside it.

Wellness room

Wellness room

Wellness room

0.0M
campaign impressions across launch assets
0K
saves high-intent interactions and retained creative
0.0M
shares distributed across creator and brand channels

02

SMOOOTHEST OF THE WEEK

Creative Refresh ✶ Instagram Stories ✶ Performance-Led Direction

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.

I rebuilt it around specific cultural throwbacks people already had an opinion about — Lauryn Hill, Dennis Rodman, the Power Rangers — instead of asking fans to vote on imagery with no point of view.


Why it worked: the data told us

what wasn't working.

The fix wasn't a new idea. It was giving

the existing idea an actual point of view.

It wasn’t commenting on the fandom — it was made from inside it.

SOTY 1.0:

Wellness room

My redesign:

0%
average completion rate

03

Merchant Round-ups

Template System ✶ Art Direction

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.

Same structural rules every week — new merchant, new personality. The Creme Shop and Overtime.TV could sit inside the identical format and still feel like themselves, not like generic ad slots.

Why it worked: a template system only earns its keep
if every merchant still feels different inside it.
Same rules, different personality per drop.

It wasn’t commenting on the fandom — it was made from inside it.

  • ✶ CRAFT WORTH SHOWING

  • ✶ CRAFT WORTH SHOWING

  • ✶ CRAFT WORTH SHOWING

Some work is here because the craft is the point. The direction, the capture, the treatment.

04

Evergreen

The throughline

Making a system feel alive, week after week, without losing the world it lives in.

Making a system feel alive, week after week, without losing the world it lives in.

Turning data into direction, not just tweaks

Smooothest of the Week didn't need a new idea — it needed a point of view. Reading performance data as a creative brief, not just a scorecard.

One visual world, many categories

The Desire Series held its identity across retail, wellness, interiors, and entertainment. Proof a system can flex without diluting.

Systems merchants and brands actually want to keep using

Merchant Round-ups replaced its old format entirely and is still the template in use — the mark of a system that actually works.

Email me

LinkedIn

← spotify

Next: amazon home →

Project Oblique Gallery Photograph