ANZ Falcon Lens: Bringing security to life through a bank-first AI campaign, underpinned by agile test & learn methodology.

Overview

Amid rising consumer awareness around online security and the rapid evolution of generative AI, ANZ sought to create an experience that merged innovation, education, and entertainment. Coinciding with the Australian Open, the ANZ Falcon Lens reimagined how Australians engage with the concept of security — transforming it from a passive promise into an interactive digital experience.

Building on the success of ANZ’s Security Campaign launched the year prior, Falcon Lens invited users to generate their own personalised falcon — a creative symbol of the bank’s tailored fraud protection. By connecting AI-powered storytelling with ANZ’s sponsorship of one of Australia’s biggest sporting events, the campaign positioned ANZ at the forefront of digital innovation, trust, and customer engagement.

Approach

I focused on leading the digital experience design and execution, ensuring the Falcon Lens delivered a seamless, on-brand interaction across every digital environment. The goal was to make the technology invisible — empowering users to playfully engage with the experience while reinforcing ANZ’s security message through utility and exploration.

At the heart of the campaign was a generative AI web app that enabled users to upload a photo and instantly generate a full personalised falcon — representing how ANZ secuirty serivces are unique to each customer account. Leveraging GPT-4o and DALL·E 3, each falcon was rendered in real time with hyper-realistic detail, merging creativity with machine learning precision.

The experience was distributed through a multi-channel digital rollout designed for reach and engagement:

  • Paid Social Activation: Meta and TikTok served as primary engagement platforms, with creative optimised for interaction and shareability.

  • Programmatic Display and Video: Dynamic creative assets showcased user-generated falcons, extending visibility beyond campaign participation.

  • UberLive Integration: Partnering with Uber’s digital network allowed the experience to reach commuters in contextually relevant moments.

  • Competition Layer: A built-in incentive gave users the chance to win Australian Open Finals tickets — driving repeated participation and organic amplification.

As a bank-first consumer facing execution, it was integral to run in an agile test-and-learn approach, with clear stakholder alignment, rapid iteration on UX, closely manaing risk, and ensuring data soverinty. Every touchpoint reinforced ANZ’s message: security that adapts to you — intelligent, personal, and always watching.

Results

The Falcon Lens campaign achieved standout engagement across digital and social channels, successfully merging education with entertainment. Thousands of Australians created and shared their personalised falcons, driving record participation for an ANZ digital activation. The campaign elevated awareness of ANZ’s fraud protection capabilities, strengthened consumer trust, and demonstrated how technology can humanise even the most complex topics.

By bringing AI to the heart of storytelling, ANZ positioned itself as a pioneer of digital innovation with purpose — turning security into something interactive, memorable, and uniquely human.

Based on the success of our initial soft launch, the campaign was rolled out nationally at the 2025 Austalian Open (AO), to rave reviews.