WhatsApp wanted its users to know their privacy is its top priority. That’s why we decided to communicate a complicated feature such as end-to-end encryption in a lighthearted and emotional way.

Throughout the ads, the viewer is left in the dark and never gets to explicitly see the content of any WhatsApp message - for they are only meant to be seen by those in the chat.

Role: Creative Directors
Director: Courtney Hoffman
Composer: Emile Mosseri
Photographer: Lewis Khan