MTD CAMPAIGN

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client

Xero

year

2025

duration

4 Months

location

Auckland, New Zealand

overview

Xero’s MTD for IT campaign needed to explain a major UK tax change to sole traders and landlords, clearly and at scale. I turned a set of rough storyboards into a cohesive, on-brand visual system, delivering around 80 assets over four months, each built to work across 16:9, 1:1, 4:5 and 9:16.

The work performed. In December, 9 of the top 10 converting UK performance ads were MTD creatives, and MTD sign-ups were ~26% more cost-efficient than the broader mix. The education-phase AVs reached ~70% unprompted brand recall, and the “MTD Baker” creative drove a ~10pp awareness lift in brand lift studies.

approach

I designed an AI-led production workflow that balanced speed with craft, testing and combining Veo 3, Nano Banana, Kling and Topaz to generate and refine visuals. Every asset was built to be modular, so it could scale across formats and platforms without redesign.

AI handled the raw generation, but the finish came from traditional craft: rotoscoping, compositing, motion design and sound design to make each piece feel cohesive and on-brand. The phone sequence below shows how the two came together.