is responsible for developing the concept and audiovisual materials. The substantive content is provided by the client.
How do you talk about an important but difficult topic in a way that attracts, retains, and engages the audience?
That was our starting point. The topic required not only attention but also a shift in how audiences think about it. Engagement was equally crucial. Standard communication methods were not enough — a fresh approach was needed.
Creative Concept
The first step was choosing the right medium to present a complex topic like phishing in an accessible way. We opted for animation and storytelling that, from the very beginning, draws on something universally familiar — the aesthetic and narrative style of the TV series Friends.
The title “Phriend or Phoe” not only connects the series with the topic but also reflects a core mechanism of phishing: impersonating a friendly figure with seemingly good intentions.
This approach allowed us to create a strong thematic and visual contrast that captures attention and builds engagement. The project was designed as a cohesive story told through a series of short animations. Each piece was part of a larger whole; instead of a one-off message, we created a world the audience could enter and stay in.
Execution
The animation series became the main storytelling device. Its role was to capture attention, maintain it through narrative, and seamlessly deliver the message in an engaging and natural way.
The one with Chandler’s pay raise
Chandler receives a phishing email informing him about a salary increase.
The one with Phoebe’s gig invite
Phoebe gets an email inviting her to perform. All the “necessary information” is included in an attachment — which turns out to be infected.
The one with Rachel’s boss
Rachel receives a message from her boss asking her to make a quick, high-value transfer.
The one with Ross’s subscription renewal
Ross visits a website that appears to be for renewing his Journal of Paleontology subscription, but is actually designed to steal his data.
The one with Monica’s new vacuum cleaner
After purchasing her dream Dyson vacuum cleaner, Monica receives a call “from customer service” asking her to repeat the transaction because the previous one was “blocked.”
The one with Joey’s late delivery
After posting on social media about receiving cold food, Joey gets a notification from his favorite restaurant asking him to provide personal data to process a refund.
At the same time, the project was extended with interactive elements that invited the audience to actively participate and become part of the story. One such initiative encouraged employees to create their own scenarios — one of which was later developed into an animation featuring its author as the main character.
It wasn’t just about the message itself, but about how it was experienced. The campaign was designed to unfold gradually over the course of a month, building engagement step by step.
Outcome
The result was a campaign that draws audiences into a world they genuinely want to engage with. It successfully balanced a light, accessible format with a serious subject — avoiding oversimplification, heavy-handed messaging, and jargon that could get in the way of understanding. “Phriends or Phoe”, inspired by Friends, evolved into a series of animations, practical tips, and — above all — a narrative co-created with employees.
The outcome? Learning built on engagement, not fear.
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