Google Pay

Launching Google Pay

SINGAPORE IN LOS ANGELES

The Google Pay team needed to introduce not only their new digital payments app but also communicate the dramatic ways in which users could now do more with their money. Research indicated that GPay adoption depended on check-list behavior, and the proposed solution was a series of pages with fun and lively use case demonstrations.

Because Singapore was chosen as the initial launch market, the campaign’s creative direction was hyper-localized to include faces, food and experiences familiar to Singaporeans. The ad agency, Arts & Letters, chose Los Angeles as the location for this campaign due to its enhanced access to key creatives, shoot locations, and casting options.

Lucid Productions was responsible for all aspects of the production of this campaign, including:

Location sourcing, scouting & management
Casting for featured talent, kids & extras
Transport & Travel Logistics for clients, ad agency & key creatives
Production schedule, management, operations & logistics
Hiring and management of all cast, crew & creatives
Overall project & budget management

PHOTOGRAPHY BY CAIT OPPERMANN