05 Apple Pay

The most fun
you can have
while paying.

A joyful holiday campaign that turned paying for presents into part of the fun.

Campaign / Copy / Motion

Role: Lead Writer
Credits: Creative Directors: Alison Joseph, Julia Markiewicz
ACDs: Rocío Urena, Grace Espejel, Marco Kaye
Art Director: Becky Song
Brand Manager: Jessica Hagerty, Tiffany Ahern Miller
Creative Producers: Lindsay Mason, Sasha Fuller

Apple Pay digital screen above the Broadway-Lafayette St subway entrance in New York: 'So many gifts. Just one tap.'

Apple Pay digital screen in a shopping mall: 'Get the gift with a flick of the wrist.', above an Apple Watch

Apple Pay billboard at dusk beside a busy junction: 'Pay for gifts with a smile.'

Apple Pay billboard on a building by Union Square at night: 'Gifts. Ding. Done.'

A grid of Apple Pay holiday ads: 'Apple Pay and be on your way.', 'Fly through your nice list.', 'Get the gift with a flick of the wrist.' and 'Ding Ding Ding'

Interactive Apple Pay ad: 'Pay the Apple way. Choose a video below.', with two video options, The Dance and Plates

Apple Pay on the go

Getting from point A to point B can take a lot. And when you’re in travel mode, a little ease goes a long way. We wanted travelers to know that Apple Pay is truly a game changer. So we took over FRA, DTW, and MSP—meeting people at every step of their journey to show them there’s a better way to pay. And while no one can avoid taking their shoes off at the airport, thankfully, the days of fumbling for a wallet are over.

Large Apple Pay ads in an airport terminal: 'Every payment gets a security check.'

Apple Pay banner stretching across an airport concourse

Apple Pay graphics across a glass wall in an airport seating area, showing the steps to pay on a phone

Four phone screens showing an Apple Pay ad inside a rideshare app: 'If your hands are full, pay with your wrist.'

Apple Pay banner beneath airport departure screens: 'If your hands are full, pay with your wrist.'

Apple Pay poster in a busy airport terminal: 'So many places. Just one tap.'

These audio spots pit Apple Pay’s benefits (ease, speed, and security) against the pain points of traditional checkout.

Made to be secure

Because Apple Pay is a modernized way to pay, some potential users just prefer to stick to what they know: credit cards. But, credit cards are vulnerable. And Apple Pay is made to be secure. We created a global campaign to help give potential users the confidence to use Apple Pay in their everyday lives.

Lead Writer: Carly Graner

Creative Directors: Rocío Urena, Grace Espejel, Jim Olofsson.

Art Director: Sera Lee

Strategy: Senesi Blake

Brand Manager: Jessica Hagerty

Creative Producers: Lindsay Mason, Rebecca Bartley