Apple Pay × Riyadh Metro: Tap. Ride. Done.

An English and Arabic campaign welcoming Apple Pay to journeys on Riyadh Metro and the city's buses.

Riyadh Metro introduced a new way to move around the city. The campaign brought Apple Pay into that moment with a simple sequence: tap, ride, done. It had to welcome people to the service and make the payment step immediately clear.

The idea works through movement. A hand, a device, a tap, and the journey continues. English and Arabic films for the metro and buses expand into display layouts and six-second social edits, each keeping that same easy rhythm.

As creative director, I led the team's work on the campaign and wrote the English and Arabic copy. We shaped the music, animation and cultural details together, from the rhythm of the films to the illustrated characters.

The illustration system features the work of Stephen Cheetham. Localisation continued inside that visual world, exploring the shemagh, agal and everyday dress so the characters belonged in the city around them.

Copy, animation and music share a practical job. They carry the viewer through the tap quickly enough for a short film to feel effortless. The smallest edits focus on a single benefit, such as travelling without unlocking the device or using Face ID.