Amex Plan it | mysite

Buy now, pay later services aren't particularly new to the market with Klarna, Afterpay and Zip Co all firmly established in Australia. So to launch American Express' version of (BNPL) service - Plan It, we needed to create something with a little more cut through.

Instead of mimicking the competition with hyper-stylised pop ads, we took a more human approach. Leaning into relatable, insight-led storytelling, we created a series of films that captured those unexpected life moments, the ones you didn’t financially plan for, but had to deal with anyway. Moments where Amex Plan It steps in to help you take control, without the panic.

We produced four distinct spots using a multimedia storytelling approach, building a campaign that positioned American Express Plan It as a premium service grounded in real human experience.