Hadar Levy

Papaya Onboarding Campaign
Creative Direction, Motion Design, Campaign Storytelling

Papaya introduced a fully automated onboarding process that saves clients significant time and cost when expanding globally. I directed the creative process for the large-scale launch campaign, building a motion-led metaphor that turned complex automation into a story of flow and clarity. Collaborating with product and marketing teams, I led the project from concept sketches and storyboards through to the final campaign launch.

Process
I built the campaign around a central metaphor: a red sphere flowing through a sleek machine, representing the travel done by a single data point, transforming complexity into clarity. With dark, dynamic visuals that “flip the switch” to a brighter user interface, the video showcased how Papaya makes global onboarding fast, effortless, and beautifully simple.s

Early moodboard explorations testing color palettes, defining the dark aesthetic, and developing the first iterations of the red sphere.

The visual language of the campaign went through an evolution from early sketch to final cut. This frame reflects how it was refined through multiple iterations and render tests.