As Creative Director, I led Versapay’s Fall 2021–Spring 2022 event season campaign that set them apart from stuffy competitors and “stole the show” across conferences in Las Vegas, Houston, and more.

Read on to learn how I redefined the oft-used expression Mind the Gap to tell a new story all about Versapay.

About Versapay: Versapay is a Collaborative Accounts Receivable (C-AR) Network that goes beyond traditional automation by connecting Accounts Receivable teams with their customers over the cloud through a shared portal. The result is increased efficiency and accelerated cash flow—with more satisfied customers to boot.

Concept & Category

“Mind the gap”

I created and directed the concept for the annual brand campaign.

• The problem: AR teams struggle with communication gaps, causing delays and manual work.

• The solution: Versapay bridges this gap with its AI-powered platform, connecting 1M+ users across 8,000+ companies.

While ideating I was inspired by the UK phrase and pitched the “Mind the Gap” campaign—cheeky yet unexpected, with visuals focused on uniting disjointed buyers and sellers, not metro themes.

How I helped create a category (and why)

After acquiring three accounts receivable (AR) automation and payment companies, Versapay needed a new story. We crafted a category around being the only cloud-based solution bridging the gap between suppliers and buyers through Versapay’s finance app and payment network. This campaign launch was the best testing ground for our new category so we could get immediate customer and lead insights and continue to iterate on product messaging.

New brand photography

Creative direction

I traveled solo to LA to Creative Direct a shoot with photographer John Keatley. Versapay’s old brand relied on generic stock photos, lacking a distinct look. To reflect trust, confidence, and modernity, I led casting, styling (“regular people on their best day”), and shot planning for new custom photos that we could use for this campaign—and years to come. We captured a versatile mix of warm, confident moments and playful shots for future campaigns.

“Lightning strike” takeover

‘Billion dollar energy’

Leadership and I built a strategy to exude billion-dollar energy on a budget with “lightning strikes” at events in Las Vegas and Houston. I directed geotargeted digital ads and OOH signage in key spots to maximize spend and awareness:

• Airports and baggage claims

• Conference halls and shopping districts

• Private shuttles for attendees

Results: CFOs, partners, and AR pros said the bold message sparked curiosity and drove booth traffic.

It takes 6–8 touches to turn interest into a lead, so saturating the conference path with branded moments ensured we grabbed attention and stayed top of mind.

Environmentals

For our takeovers in Houston & Las Vegas, I creative directed each OOH placement. My role included the visual direction, copywriting, design reviews, and approvals of everything.

Video billboards

I directed agency partner Phinney Bischoff on various OOH video placements across Las Vegas, including large-scale ads on hotels throughout the LV Strip.

Tradeshow experiences

I collaborated with the Sr. Director of Partners & Events to drive booth traffic, buzz, and leads. We partnered with an augmented reality agency to create a branded, interactive art piece where attendees could experience characters ‘bridging the gap’ and access content later. I provided brand and design feedback on experience.

Results: Versapay stood out with bold, experiential design.

• Traffic, leads, and buzz greatly exceeded expectations.

• Attendees engaged eagerly at our House of Blues event in Houston.

• In Vegas, the brand and CEO gained key attention, leading to Versapay becoming Oracle NetSuite’s sole payments provider.

Results

💻 Increased direct traffic

🔎 Increased oraginic traffic

🎉 Launched category to positive results

🤝 Won leads and bookings for sales

🤝 Won partnership as as Oracle NetSuite’s sole payments provider