A deeply human world for Google Pay, woven entirely with AI.
An eight-step build: world creation, visual tonality, proof of concept, packaging, animation, language iteration, then scale across every platform and media type.
The brief was one system for every screen.
The catch: emotion, without real humans.
So we built a world, then localized it.
One system, fluent in every medium.
Build a bespoke system for Google Pay's UAC, changing words, visuals, languages and forms without losing its identity.
Emotion, without real humans.
Real people couldn't appear on screen. Real emotion still had to. So we created whimsically lifelike characters, true to the brand and tailored to every region.
Made to feel local. Everywhere.
We adapted Google Pay's creative style to the language and character of each region, keeping one identity at its heart.
Human at heart.
From the start.
A creative partner with the care for the smallest detail and the capacity for the biggest ambition. If you're shaping a brand, we'd love to hear about it.