Social-First Brand Concepts
This project explores how the Klarna Card could live naturally inside everyday Gen-Z rituals and culturally familiar moments through AI-assisted creative direction and social-native storytelling.
Generative AI was used as a visual ideation and production tool to develop characters, environments, and mood-driven imagery. This allowed for fast exploration of tone, style, and narrative while maintaining clear art direction and cultural relevance. The result is concept work that blends authenticity with bold brand expression and feels designed for the realities of modern social platforms.
Developed as part of a creative brief, the project reimagines Klarna’s presence in daily life through UGC formats that feel personal, expressive, and instantly recognizable in-feed.
The Morning Routine
A UGC-style social film following a Gen-Z character through the start of her day, where matcha, mirror selfies, and paying with the Klarna Card exist on the same level.
Small, everyday rituals reveal her colorful and witty personality, with Klarna woven into the flow of real life rather than positioned as a traditional product moment. The character reflects the brand’s tone: expressive, self-aware, and effortlessly modern.
Visual Direction and AI Process
AI was used to generate character studies, environments, and lifestyle moments grounded in real creator culture. Visual research into contemporary Gen-Z creators informed prompts that leaned into imperfection, including off-angle framing, phone-in-hand compositions, mirror selfies, natural light, grain, and everyday styling.
Pacing is fast and social-native, built from short cuts, subtle motion, and minimal copy. A mix of still imagery and light animation mirrors how creators naturally edit for TikTok and Reels, reinforcing an intimate and lo-fi aesthetic.
The Weirdest Places
This concept playfully exaggerates the idea of “shop everywhere” by placing the Klarna Card in unexpected yet culturally recognizable moments. Scenarios include tarot readings, tattoo flash days, laundromat runs, late-night food stops, and in-flight snack splurges.
Each moment is small, personal, and slightly absurd, yet rooted in real behavior. By treating every situation equally, the concept highlights how Klarna fits seamlessly into everyday life across impulse purchases, experiences, and bigger decisions, while allowing users flexibility in how they choose to pay.
Visual Direction and AI Process
Leaning into Klarna’s bold and playful visual world, AI was used to explore high-energy compositions, vibrant color palettes, and flash-driven imagery. Scenes were art-directed to feel intentionally maximal, layered with quirky details and confident contrasts to create strong pattern interruption in social feeds.
The result feels unmistakably Klarna in tone while remaining grounded in human moments rather than polished advertising.
This project was developed using generative AI as a creative tool and is not an official Klarna campaign.
