Apple Pay / Holiday

Tap. Pay. Gift. Making Apple Pay the Default Way to Shop the Holidays.

Apple Pay had the technology. What it needed was the behavior. The team was tasked with making Apple Pay the go-to way to pay for gifts during the holiday season, and the insight was simple: people had already gotten comfortable with tapping. Tap-to-pay wasn't new. But tapping to buy gifts for everyone on your list, at the places you're already shopping, with exclusive deals for doing it? That was the move. The campaign built on that familiar gesture with a clean, repeatable message: "Tap. Pay. Gift." It demonstrated how simple, secure, and fast holiday shopping could be when you just used your phone.

We created a full visual system, including a collection of colors, iconography, and motion graphics designed to work across web, email, OOH, and preroll. The assets incentivized new Apple Pay users with exclusive deals from retail partners, lowering the barrier from "I should try this" to "Why wouldn't I." It was behavior design dressed up as a holiday campaign.

Impact: 785M+ global users. 54% of all U.S. in-store mobile wallet transactions. Accepted at 85% of U.S. retailers. $6T+ processed annually. During the most recent holiday season, Apple Pay purchases outpaced overall consumer spending growth. The platform generated $100B+ in incremental merchant sales and eliminated over $1B in fraud globally in a single year. The tap-to-pay behavior this campaign leaned into is now projected to grow 150% by 2028.

Role: Creative Direction, Art Direction