Face ID

For Apple Pay, we brought Face ID—an iconic piece of Apple UI—to life through a flexible, evergreen educational platform designed to scale beyond a single campaign.

In close collaboration with the Cupertino teams behind Face ID, we worked within strict design and animation guardrails to ensure the work remained true to the product. Partnering with director duo Smith & Foulkes, we established a distinct expressive world for Face ID—carefully balancing personality and precision so its movement and voice felt natural, credible, and product-led.

The platform lives on today through an expanding series of Face ID films, educating users across lost mode, e-commerce, acceptance, security, and beyond.