Art direction

From imagery to ads, our distinctive visual storytelling helps us uplift the everyday in our own Klarna way.

Our personality: Curiously Bold

Klarna helps people make smarter everyday spending choices, so the stories we tell through our art direction are proudly rooted in real life—with a joyful twist.

Offbeat optimists

We present daily life through a delightful and intriguing lens, giving familiar situations or things a witty yet sophisticated treatment.

Strikingly relevant

From creating aha!-moments to sparking conversations, we keep it relevant—and express our concepts with craft and confidence.

Straight up

Getting our ideas across in a clear, uncluttered way makes sure everyone comes along for the ride—and lets the message shine.

Our concept: Magic from the mundane

We see the everyday from an uplifting perspective, making the ordinary feel extraordinary.

Our formula

We capture the relatability of daily life in photography that feels inspiring and inviting.

Clear “magic from the mundane” concept

Starting with a clear concept is crucial. With “magic from the mundane” we take everyday life and give it an uplifting perspective, making it feel extraordinary.

Use of contrast colors

Color adds unmistakable intrigue to our expression. We’re careful and intentional with our combinations, keeping them to a minimum for maximum impact.

Lighting

Our house style is drenched in optimistic, natural light. Whether it’s day or night, bigger sets or campaign-specific productions, it should always feel realistic.

Framing

We make sure the hero story always shines through in close-up and medium shots. When working with larger scenes, we create clarity with clutter-free, easy to read visuals.

Setting

Magic from the mundane is rooted in reality, and this applies to the settings we choose. Regardless of scale, they should always reflect the real world, and be instantly grasped.

Studio

Stories shot in a studio have a powerful, graphic execution. We keep it uncluttered to let the core message cut through.

On location

Images shot on location are like cinematic snapshots, offering glimpses into larger contexts. These environments should have a simple execution, so the focus stays on the story.

Product presence

We show people how Klarna’s products bring them value every day—by injecting them into our visual world in a creative and purposeful way. Our approach to  product presence depends on the message we’re trying to get across, and where we are in the marketing funnel.