No AI! So Hold on Tight for Papaya Mobile Gaming's High-Flyer

From the director of Sony's classic 'Balls' commercial

Two fearless young men soar above NYC on playground-style swings in a new spot for mobile gaming company Papaya. The work encourages adults to invite play back into their lives.

Rather than rely on CGI or AI, You’re the Goods, the agency behind the campaign, turned to MJZ’s Nicolai Fuglsig, a director known for achieving spectacular in-camera effects. The stunt team behind Dune, Mission: Impossible and the James Bond films helped take this concept to new heights.

Play

Here, Dom Goldman, the founder and CCO of You’re the Goods, explains the thinking behind “Swing,” the first work out of his recently-launched agency.

MUSE: You went all out with a playful idea.

Dom Goldman: The brand film conjures a feeling that’s universal, timeless and personal—that fleeting moment of freedom as a child, a rare pause, a chance to escape and reflect. We aimed to create a small piece of entertainment rather than a traditional ad. We wanted to evoke a visceral sense of nostalgic childhood play, but present it in a very modern, adult way.

After I watched this, I tried to remember the last time I was on a swing. How about you?

Usually every Saturday afternoon with my two young boys. Regardless of culture or age, the joy of playing on a swing is timeless.

What made Nicolai the right director ? 

Nicolai is without a doubt a master. From Sony’s “Balls” to Nike’s “Possibilities,” his ability to preserve the idea while orchestrating every element in service of making the audience feel something profound made us truly grateful.

You actually attached the swings to a giant crane. Tell me about the shoot and what it was like seeing these guys soaring around.

While I’m a fan of AI and its appropriate applications, this project demanded something real. The truth mattered. It was hard. It took time. Bringing this to life required an uncompromising commitment to in-camera authenticity. To achieve this, we rejected simulations and instead swung our characters from a 160-foot crane suspended through the canyon of a street, capturing every moment in real time. Bespoke camera rigs were carefully built around the swings, with an experienced stunt team—veterans of Mission: Impossible and James Bond—ensuring the footage was captured safely while immersing the audience as close to the action as possible.

Standing on set and looking up at the guys on their swings was incredibly captivating.