We were approached by the emerging markets team at Google with an interesting new product that helps people take more control over their data usage. Grappling with this idea was tough at first seeing how intangible data really is. So we decided to bring it to life through several different scenarios, metaphors and relatable moments. For example, your phone becomes just about as useless as a one-wheeled bicycle when you've run out of data.

Datally by Google


Concept Illustration


Simmi Patel
James Philipps