Launches ‘It’s About Time’ Brand Platform to Champion Time Well Spent
Clearpay, a leader in Buy Now, Pay Later (BNPL), today unveils It’s About Time, a new global brand platform built on a simple idea: time is the only thing you can’t borrow, so spend it well.
Created by Clearpay’s in-house team, the platform marks the company’s most significant brand investment to date. In collaboration with Berlin production company Anorak and director Harrison Adair, It’s About Time is brought to life through four brand films. Every film is built on a single, continuous camera movement: a slow rotation, set in motion by a purchase. As the camera turns, it reveals what that purchase went on to enable – another season, another milestone, another memory. The end line follows the same discipline, with every film arriving at the platform’s own name by a different route. “It’s not about the new tools. It’s about time.”
Clearpay’s Head of Brand, Mikaela Wagner, emphasises: “Time is the one thing none of us can borrow. But the way money works decides who gets to use theirs well – and that’s the gap Clearpay has always existed to close. This platform is about what comes after the purchase, not the purchase itself. It’s never really been about the trip, the table, or the thing itself – it’s about where that trip takes you, the moments around the table, what gets built in that backyard. We want Clearpay to be the reason those moments start sooner.”
Rich Bayer, CEO at Clearpay, added: “At Clearpay, we’ve always believed that how people pay should be straightforward and should allow people to enjoy their lives to the fullest. It’s About Time brings that thinking to life, celebrating the moments and experiences that matter most to our customers. It’s an exciting new chapter for the brand, and one that reflects our commitment to giving people greater choice and flexibility in how they pay.”
The campaign is being rolled out across a comprehensive mix of channels to ensure maximum reach and engagement. Out-of-home, including high-impact placements, and brand films across TV, BVOD, YouTube, Meta, TikTok go live on 2 November. The platform launches in the UK, alongside Australia and New Zealand, where Clearpay is known as Afterpay.
More than a campaign, It’s About Time is a deliberate widening of where the Clearpay brand shows up. Spanning tools and materials, home, travel and apparel, the platform sets out to show a brand that belongs in the big moments and the everyday ones alike. Underneath it is the thing Afterpay has always done: give people more time to pay.
View the first brand film: 15 sec cut, 30 sec cut and example OOH assets here. Full creative production and media credits are available below.
