Google Pay artist series

Role: Creative Producer/Project Manager w/ A&L, Cashmere and artists Camilo Berjarano, Amanda Phingbodhipakkiya, Gabriela Aleman, Bria Benjamin, & Hye Jin Chung

As with many projects during the pandemic, this one had a million pivots. What started as an in app integration to build brand love turned into a social only campaign 9 months later.

Working in close partnership with eng, UX, product, growth, stakeholders, social and agency partners, we brought the Google Pay artist series to life on social.

This campaign was a part of an overall strategy to bring Google Pay’s purpose to life within our key cultural spaces. We commissioned 5 artists to create original art that visualized what a better relationship with money looked like to them. 

We shared their process, their work, and most importantly, their storytelling and insights on how they brought their financial well-being journey to life artistically.

We saw both IG engagement rate (ER) and Twitter ER perform above content benchmarks as well as an above average follower growth rate during the months of this campaign.