What's the Catch?

Role: ACD

Client: Klarna

Agency: Movement Strategy

Klarna had a trust problem. As a Swedish fintech brand entering the US market, nobody knew what it was, how it worked, or why they should care.

Skeptical Millennials were already asking: What's the catch? So, we answered it in the most Klarna way possible. Four on-the-rise influencers, four stylized sets, one clear through-line. I co-led the campaign as Associate Creative Director/Writer, shaping the concept and playful tone from the first mood board through production. Witty, self-aware humor, with an unapologetically honest delivery became our thing. I scripted each episode to flex across formats (YouTube long-form, short-form organic Instagram Reels, and paid ads), without losing its edge.

The view rate was 181%. People rewatched because they felt like they were watching their friends not an ad.

YouTube Longform

Instagram Cutdowns

What's the Catch: Holiday Edition

The summer campaign earned real momentum, so we extended it. I co-led the development and execution of a three-month content rollout with the top-performing talent, scaling more than 100 assets across CTV, social, in-app, and online placements through the full holiday season. Ten weeks in, Klarna cracked the top 100 apps list.

We had successfully entertained and educated shoppers to trust that there really was no catch.