Facebook Rewards was a B2B product, built to help bricks-and-mortar merchants re-engage customers and drive repeat transactions. The audience wasn't shoppers. It was the business owners deciding whether to adopt the programme.

The challenge: explain a digital loyalty platform to merchants who lived in a world of paper receipts, cash drawers, and small-shop margins. This was before digital payments became table stakes across Southeast Asia. The category convention was slick product demos and dashboard screenshots. Wrong language for the audience.

The work took the most familiar object on every merchant's counter (the thermal receipt printer) and turned it into a storytelling device. Thousands of hand-drawn illustrations were printed frame by frame from a specially programmed printer, then captured as stop-motion. The film explained Rewards in the visual vocabulary of the people it was made for.

The never-ending roll of receipts did double duty. It carried the explainer, and it became the proposition itself: repeat customers, repeat transactions, an endless paper trail of business coming back.

B2B creative for a tech platform, made to land with a non-tech audience.