App Paye
A bold, multi-channel campaign for the app that tells payroll where to go — and gets freelancers paid without the faff.
OVERVIEW
Background
App Paye is a UK-based fintech app offering a faster, more flexible way for freelance and contract workers to get paid. From tax deductions to payment scheduling, it puts control back into the hands of the worker — whether they're rewiring flats in Croydon or fixing turbines in the North Sea.
The Challenge
Launching a financial product to time-poor, sceptical, and often under-served workers meant the messaging had to land fast, stick hard, and avoid the usual fintech fluff. The brand needed a campaign that spoke human — not finance — and felt just as smart and direct as the product itself.
The Work
We developed a bold, cheeky ad campaign designed to break through the noise — from tube platforms to toilets. Large-format OOH and high-visibility poster sites were placed across key UK cities and transport hubs. For radio, we wrote and produced a spot with comedy royalty Doon Mackichan and Ben Miller. Delivered in characteristically British deadpan, the ad told a fictional tale of payroll purgatory, before App Paye arrives to save the day — with a reassuring voice and no phone trees.
The Impact
The campaign introduced App Paye to thousands of workers across the UK and earned a coveted Aerial Award nomination for best radio ad. It combined wit and clarity with standout visual design — giving the brand a memorable launch in a competitive space.
CLIENT
App Paye
Fintech brand, UK
DISCIPLINES
Campaign strategy
Advertising creative
Art direction
Photography
Digital production
Print production
Radio ad scriptwriting
Radio advert production
Media planning
Media buying
PARTNERS
JAA Media
The Sound Company Studios
Unmute for audio. Our national radio spot brought to life by comedy greats Doon Mackichan and Ben Miller — delivering punchlines and payroll truths in equal measure.
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+44 (0)20 8242 1509
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56 Shoreditch High Street
London E1 6JJ
ABOUT US
Aesthetic Works is an independent design studio based in Shoreditch, London. We craft brand identities, campaigns, and communications with clarity, character, and care — for ambitious brands and businesses.
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