Client: @GrowthX

Role: Lead Video Editor & Motion Designer

Timeline: 2 Days

A fast-paced visual teardown of the viral madness behind Google Pay’s 2019 #StampsWaliDiwali campaign.

This project dissects how a basic scratch-card mechanic sparked a nationwide digital treasure hunt for the elusive "Rangoli" stamp. Through dynamic visual storytelling, the video strips away the festive marketing to reveal the true engine of this growth loop: 1950s behavioral psychology. It’s a masterclass in gamification, deconstructed frame by frame.

This project operates on a dual psychological framework, seamlessly blending behavioral science with cognitive video editing.

First, it deconstructs Google Pay’s use of variable rewards and artificial scarcity. This explains the underlying mechanics that drove the campaign's massive viral FOMO.

On the timeline, the video actively weaponizes these same cognitive triggers. It commands immediate focus through stark eye-trace isolation, minimizing cognitive load from the very first frame.

To build tension, it physically simulates mass hysteria using rapid-fire sensory saturation and overlapping UI assets.

Finally, a hard Kuleshov pivot abruptly juxtaposes the chaotic marketing with clinical text. This instantly forces the viewer's brain to shift from passive entertainment to active, analytical learning.

Building a high-retention analytical breakdown requires a rigid post-production pipeline. Here is how the project moved from concept to final render:

Previsualization in Figma: The project started on a blank canvas to lock in the visual hierarchy. I storyboarded the core UI elements, typography scale, and spatial layouts in Figma to ensure the transition from modern UI to 1950s clinical analysis felt deliberate and structured.

Asset Collection & Screen Recording: Authenticity is critical for a business breakdown. I sourced high-res UI assets, historical news clippings, and genuine social media artifacts. To ground the case study in reality, native phone interactions and scrolling mechanics were screen-recorded directly to capture realistic UX timing.

Animation in After Effects: Once the assets were prepped, the static boards were brought into After Effects. I utilized precise keyframing, motion blur, and spatial saturation to bring the wireframes to life. The motion graphics were specifically timed to dictate the nervous system of the video—accelerating to simulate viral chaos and decelerating to land complex educational points.