Papaya Global’s contractors campaign
Creative Direction, Storytelling, Animation
To launch Papaya’s contractors solution, we set out to create something more than a product video — we wanted to tell a human story. At the heart of the campaign was the idea of people: contractors working across time zones, cultures, and industries. By developing a new set of animated characters filled with personality, we gave a face to the product and made the message feel personal, relatable, and global.
New character toolkit
To give the contractors' solution an identity, we developed a new illustrated language built around five animated “brand people,” each representing a classic contractor role — remote IT support, couriers, designers, translators, and part-time students. I guided my intern, Ronit Back, through the full creative process: from concept sketches to illustration choices, and later into animation techniques to bring the characters to life. This collaboration produced a vibrant, character-driven toolkit that became a playful anchor for the campaign and a fresh way to humanize Papaya’s global story.
To give the contractors' solution an identity, we developed a new illustrated language built around five animated “brand people,” each representing a classic contractor role — remote IT support, couriers, designers, translators, and part-time students. I guided my intern, Ronit Back, through the full creative process: from concept sketches to illustration choices, and later into animation techniques to bring the characters to life. This collaboration produced a vibrant, character-driven toolkit that became a playful anchor for the campaign and a fresh way to humanize Papaya’s global story.
Storyboard
Opening Sequence -
Opening Sequence -
Product presentation -
