Amplify & Afterpay takes Gen Z audience on captivating journey of mixed realities for David Jones spring fashions

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To attract Gen Z consumers during the spring party season, Amplify Australia has created a campaign for its client Afterpay - Australian founded, global finance and payments innovator - to celebrate its partnership with David Jones, Australia's leading premium department store

This follows three years of Amplify collaborating with Afterpay for the brand’s sponsorship of Australian Fashion Week.

The brief was to create a digital display to generate buzz and excitement and connect with Gen Z audiences, positioning Afterpay as an authoritative figure in fashion through Innovation.

The work by Amplify invites the audience to journey through a mesmerising virtual garden where garments from three Australian fashion designers come to life, interacting with the digital world to reflect their unique identities.

The digital world was designed by Australian fashion photographer and artist, Justin Ridler and features garments from the spring summer 23 collections by Michael Lo Sordo, Alemais and Rachel Gilbert. Modeled by a custom virtual avatar, the pieces will be on display at the David Jones Elizabeth Street Flagship Store from September 25 to October 22.

David Jones is Australia’s leading premium department store and has established itself as the home of the best in Australian and international fashion. Having opened its doors in 1838 with the mission to sell ‘the best and most exclusive goods’ the iconic department store celebrates its 185th anniversary in 2023.

A robust social campaign will accompany the window installation that features a takeover of the entire exterior of the David Jones Elizabeth Street Flagship store that blurs the lines of reality, leaning into the current trend of CGI-enabled, faux physical stunts. This video will further amplify reach online, generating more buzz around the experience with the younger Gen Z audience.

Channels to be used include David Jones’ Elizabeth Street Flagship store windows; Afterpay; David Jones; designers: Alemais, Michael Lo Sordo and Rachel Gilbert owned social; paid social;; PR.

The goals of the campaign are to position Afterpay as an authoritative figure in fashion through innovation; drive awareness of the Afterpay and David Jones partnership, with particular emphasis on in-store and to drive consideration and conversion among the Gen Z customer.

Andrew Balint, Vice President of Marketing ANZ at Afterpay, said: "As a pioneering global retail payments platform we’re committed to continue to break boundaries that open up new avenues for creativity within the fashion industry. We’re excited to see this immersive experience transport users into a whole new world that enables versatile and dynamic representation of fashion products and allows audiences to engage with apparel on a deeper level."

Tim Baggott, Executive Creative Director Amplify, said: “We are delighted to be continuing our exploration of the future of fashion with Afterpay and David Jones to promote local Australian designers. Collaborating with Justin Ridler to bring to life this mesmerising spring world across multiple realities has been an incredible creative journey and we can’t wait for others to experience it.”



Managing Partner: Gareth Davies

Executive Creative Director: Tim Baggott

Associate Creative Director: Sabrina Khong

Junior Designer: Susan Alzaim

Executive Producer: Claire Hewitt

Business Director: Nina Sers