Brand & Concept Work
Klarna
Creator-led content concept for the Klarna Card.
Role, Concept and content system design (hiring challenge).
Context
Klarna, hiring challenge. A TikTok-first content concept for the Klarna Card, built for 9:16 and prioritizing mobile-first storytelling.
Problem
Klarna's card communication leaned polished and product-led, while the audience it actually needed to reach was scrolling past polished ads. The brand needed content that felt like the feed, not an interruption to it.
Insight
Gen Z and younger millennials don't trust brand-perfect content. They trust content that sounds like a friend over-sharing, a small purchase moment, a tiny win, a justification said out loud.
Idea
A creator-led, lo-fi content system built around a repeatable hook: 'Hit your Klarna Card one more time.' Real moments, real voices, scalable across creators and markets.
Concept
Execution
- 01Developed the concept and content pillars
- 02Defined the hook system, tone, and formats
- 03Built creative reference cuts (ad and UGC)
- 04Mapped how the system scales across creators
Content
Results
- Scalable creator-led campaign format
- Content system designed for repeatable rollout