Situation: Despite increases in contactless payments during Covid, many people still have the ingrained habit of reaching for their wallet instead of their iPhone to make payments.

Brief: Get people to set up and use Apple Pay every day by celebrating the feeling of using it — that paying never felt so good. Apple Pay’s magical ease, next-level security, and wallet-free convenience make using plastic cards a thing of the past.

Objectives: Make Apple Pay an everyday action, driving new users and more frequent usage.

We needed someone who could radiate vulnerability as well as a highly technical actor who could hit all the cues necessary so as not to blow takes. We also needed someone who could carry a tune but not feel excessively musical theater-y about it. We cast in three cities for our sad sweet customer and found him in NY.