In Bloom

Amplify + Afterpay blur the lines of reality in this Spring Fashion campaign…


Position Afterpay as a forward-thinking brand in fashion through innovation whilst spotlighting the Afterpay and David Jones partnership to drive consideration and conversion amongst the Gen Z customer online and in-store.

Insight + Strategy

Gen Z’s are the first generation to grow up fully immersed in the digital age and as a result most of their purchasing decisions are highly influenced through the use of social media platforms. With Gen Z’s strong inclination towards online shopping and extensive mobile usage, why not reach them where they’re at, effectively engaging them with the brand?

Blurring the lines of reality, the vision of three Australian fashion designers were brought to life through mesmerising digital displays, positioning Afterpay and David Jones as a forward-thinking brand in Fashion through innovation.


Afterpay X David Jones: In Bloom

Amplify sought out to engage Gen Z through an immersive journey, transporting them from physical windows to a virtual garden where garments from three Australian fashion designers come to life as our avatar interacted with the digital world, reflecting their unique identities.

The digital world was designed by esteemed Australian fashion photographer and artist, Justin Ridler and featured garments from the spring summer 23 ( SS/23) collections of designers Michael Lo Sordo, Alemais and Rachel Gilbert.

Modeled by a custom virtual avatar, the pieces were on display at the David Jones Elizabeth Street Flagship store from September 25 to October 22, taking prime position in their main window display.

Leaning into the current trend of CGI-enabled, faux physical stunts and reaching our audience where they are at, a robust social campaign includes taking over the entire exterior of the David Jones Elizabeth Street Flagship Store that creates an immersive experience with mixed realities.


This video further amplifies reach online, generating more buzz around the experience with the younger Gen Z audience.