Why Xero

A global growth campaign, showcasing the combined value of Xero through stories of our most loved features.

Project Overview
Xero's first global acquisition campaign, that leverages stories of popular cinema tropes to act as a visual hyperbole of our customers’ problems.
A surprisingly helpful citizen saves the day by advocating for a Xero feature that makes business beautiful.

The fully integrated campaign stars TVC and digital spots for each of Xero's major product features as well as digital first short form video. Additional supporting radio, stills, digital, and ooh assets and a comprehensive design system round out the campaign.

My Contributions
Creative and Art Direction across the entire campaign from ideation to delivery. Strategic alignment to Xero's product, features and performance data. Generating the design system and rolling out of assets. Digital performance optimisation.  
Alex Downey
Art Direction | Design | Digital
Who me?
With nearly two decades working at both agencies and in-house creative teams i'm passionate about finding creative solutions across multiple mediums. My work covers everything from small scale branding to enterprise dotcom design systems, brand strategy and large international TVC's.

I'm currently an Associate Creative Director at Xero, based remotely in Gisborne, New Zealand. When i'm not working you can find me surfing, golfing and playing tennis or spending time with my young children and long haired sausage dog. Woof.  
Where i've worked
2007-2023: Freelance Designer @ Alex Downey Design
2009-2010: Junior Designer @ Markitable (Chilli Design)
2010-2011: Graphic Designer @ Tardis Design
2011-2012: Graphic Designer @ Open Labs
2012-2014: Graphic Designer/ Art Director @ WCC design team
2014-current: Associate Creative Director @ Xero
my Qualifications
2008-2011: Bachelor of Design (BDES) ith Honors, majoring in Advertising
2011: Member International Society of Designers (MISTD)
Keen for a yarn?