NatWest teamed up with VICE Media Group to shift public perceptions around BNPL services. As a creative lead on Refinery29, I developed a three-phase, cross-channel campaign to entertain and educate across social, digital (including online and print), and film. I identified relatable stories and talent (Planet Soph, Araw) to showcase how BNPL enables personal investment. The campaign generated 35.5M impressions and boosted product awareness by 52%.
