The Dropshop by Afterpay offers shoppers access to limited-edition merchandise and offers exclusively through the Afterpay app.
In partnership with Hypebeast, Afterpay collaborates with brands, independent designers, and artists to create bespoke pieces that we feature.
Brand Creative Lead
As Creative Lead, I led concept development, art direction, and production across four Dropshop collaborations — overseeing everything from campaign strategy to final shoot.
The Dropshop was a limited capsule strategy designed to drive brand awareness with the Hypebeast audience, signal Afterpay's position at the forefront of cultural moments, and democratize access to the kind of exclusive, limited-edition product that's typically out of reach. Each collaboration was built to feel like a drop — not a promotion.
Each product was designed and shot in collaboration with the artist and my team.
Campaign Elements
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We spotlighted the brand's lead design and creative talent through a process-style, docu-inspired video that uncovered the journey behind the collaborative collection, while positioning Afterpay as a tool for democratizing style and sport.
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Ahead of the release, a teaser social video and editorial announced the partnership, shared key details, and drove action with clear CTAs on when and how to purchase.
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The collection was showcased through a high-impact look book, brought to life as both a premium editorial and a social-first video.
