Payoneer's 'Work Global. Feel Local.' campaign, created by Space Cat in Israel in February 2022, animated the brand's logo to argue that global payments should
ARCHIVEPayoneer Makes Global Payments Feel Local in Space Cat's 2022 Israeli Campaign
Payoneer's 'Work Global. Feel Local.' is a February 2022 integrated campaign created by Tel Aviv agency Space Cat, launching in Israel and built around a single animated conceit: the Payoneer logo brought physically to life, arguing that where a team is based should be no more of a friction point than where their money moves.
The campaign's strategic proposition sits squarely in the tension of the post-pandemic moment. Distributed teams had normalised remote collaboration across borders, yet the financial infrastructure underneath that work remained stubbornly unfamiliar — laden with foreign fees, conversion delays, and institutional distance. Payoneer's answer, as articulated by Space Cat, was that the platform had built an ecosystem of solutions designed to let every business owner work globally while feeling as local as the kiosk down the block, as described in Space Cat's own published campaign materials. That framing gave the creative a human and even playful register, displacing the category's default language of compliance and efficiency.
In the Israeli market, where Payoneer maintains operational and marketing roots, the campaign ran as an integrated execution and was archived with one documented media asset. It was submitted to the creative record by Space Cat CEO and Chief Video Officer Liat Yoffe, whose dual title signals the production-led nature of the agency's approach. The campaign was formally published in February 2022 and entered the broader creative archive in April of that year. No media budget or spend-tier data for the campaign is publicly available. The Clapboard Score for 'Work Global. Feel Local.' stands at 64 out of 100, reflecting a campaign with a distinctive creative mechanism and a clear strategic rationale, partially offset by the limits of a single documented asset and the absence of verified performance data.
ARCHIVEPayoneer operates in a cross-border payments market defined by extraordinary scale and intensifying competition. Global cross-border payment flows reached approximately $156 trillion in 2022, according to data cited by Activant Capital, with provider revenue from those flows estimated at approximately $240 billion in the same year, with business-to-business transactions representing around 69% of provider revenue, per analysis from EY. That structural reality — massive volume, concentrated in B2B flows — makes the competitive positioning of any payments brand acutely consequential.
Payoneer's closest competitive set around 2022 included Wise and PayPal, both of which have built significant brand equity on transparency and ease of use, respectively. Wise has consistently emphasised real exchange rates and low fees as a point of differentiation from legacy providers, while PayPal benefits from consumer ubiquity that extends into SMB corridors. Against that backdrop, Payoneer's decision to anchor 'Work Global. Feel Local.' in the emotional experience of familiarity — rather than a fee comparison or a speed claim — represents a deliberate move away from commodity messaging.
The insight driving the campaign is not purely financial. It is behavioural: distributed teams had already dissolved the psychological borders of work, collaborating across time zones through video and cloud tools, yet their payments experience remained anchored in the bureaucratic logic of the old world. Space Cat's creative brief, as reflected in the published campaign language, identified this gap between how people now work and how their money still moves as the central tension worth dramatising. In Israel, a market with a dense concentration of technology-oriented SMBs and freelancers with global client bases, that insight lands with particular precision — the audience is not abstract but immediately recognisable.
Director Shushu E. Spanier led production on the campaign, working under the banner of Tal Nathan — Creative Collection of Talents, the Israeli talent and representation outfit. The film's central device — bringing the Payoneer logo to life as a physical presence on set — required a production infrastructure that combined practical puppetry, art direction, and live action casting in equal measure. Puppeteer Ofir Tzubiol handled the logo character's physical performance, while the production featured a cast of six actors: David Ben Shimon, Natalie Blenford, Shai Gudker, Ezra Baderman, Sasha Melnichenko, and Rony Ferat, alongside narrator Rick Zennoti.
Cinematography was handled by David Stragmeister, also of Tal Nathan, with art direction by Shiri Golan of Tami Har-Lev Directors and Talent Agency. The production's visual language was designed to evoke the domestic and professional intimacy that the campaign's strategic proposition demanded — breaking down what the creative brief described as 'Zoom walls' and replacing the flat geometry of remote work with physical warmth. Still photography was provided by Micha Loubaton, extending the campaign's visual assets beyond the moving image.
Creative responsibility sat with Libby Tishler and Ohad Basson, with Liat Yoffe serving as CEO and Chief Video Officer at Space Cat and overseeing the production in its entirety. Line production was managed by Alon Shavit, with offline editing by Erez Markovich and online editing by Asaf Norani at Promotion Studio. Sound mixing was completed by Nir Gavish, and design by Maayan Erlich. Casting was managed by Natalie Melamed. The film was shot at Broadcast Studio in Israel. Space Cat operations were coordinated by Shani Tal, with English-language adaptation handled by Josh Genuth.
No verified performance data for 'Work Global. Feel Local.' — including sales lift, customer acquisition figures, revenue attribution, or return on advertising spend — is publicly available. No campaign-specific awards were recorded at Cannes Lions, the Effies, The One Show, D&AD, the Clios, the Webby Awards, or WARC for this work. Media budget and production spend figures have not been disclosed. The Clapboard Score of 64 out of 100 reflects the campaign's structural strengths and the gaps in its documented footprint.
Structurally, the campaign performs well on conceptual clarity. The logo-as-character device is a durable creative mechanism: it anchors an abstract financial proposition — the borderlessness of global payments — in a tactile, human presence that an audience can track and trust across a narrative. The choice to dramatise familiarity rather than functionality is strategically sound in a market where Payoneer competes against Wise and PayPal on emotional as well as rational dimensions. The Israeli market context adds relevance, given the concentration of tech-oriented SMBs and freelancers in that geography who transact across borders routinely.
What limits the campaign's documented impact is the single archived asset and the absence of a broader media plan in the public record. A one-asset integrated campaign is unusual, and without evidence of how the core film was extended across channels, it is difficult to assess reach or frequency. Per Investor Payoneer, Payoneer was publicly listed and reporting financial results at the time of this campaign, but no disclosure connects 'Work Global. Feel Local.' to any reported commercial metric. The campaign's value, on current evidence, rests in its creative architecture rather than its measurable outcomes.
'Work Global. Feel Local.' is a February 2022 integrated campaign made by Space Cat for Payoneer in Israel. It brought the Payoneer logo to life as a physical character to argue that global payments should feel as familiar and frictionless as a local transaction, addressing the friction distributed teams experience with cross-border finance.
Space Cat, a Tel Aviv-based agency, created the campaign. CEO and Chief Video Officer Liat Yoffe led the production, with creative direction by Libby Tishler and Ohad Basson. Space Cat describes itself as a production-led creative outfit, and the campaign reflects that orientation in its emphasis on physical craft and character performance.
Shushu E. Spanier directed the film, representing Tal Nathan — Creative Collection of Talents. Spanier worked alongside director of photography David Stragmeister, also of Tal Nathan, and puppeteer Ofir Tzubiol, who gave the Payoneer logo character its physical performance on set during the Israeli production.
The concept animates the Payoneer logo as a living presence to dramatise the idea that global payments need not feel foreign. Space Cat described the brief as breaking down 'Zoom walls,' replacing the distance of remote work with warmth and familiarity, positioning Payoneer as the platform that makes international business feel genuinely local.
The campaign holds a Clapboard Score of 64 out of 100. The score reflects strong conceptual clarity and a distinctive creative mechanism — the logo brought to life — alongside limitations including a single documented media asset and no publicly verified performance data or awards from major industry bodies for this specific campaign.
The campaign launched in Israel in February 2022, a market with a dense population of technology-oriented SMBs and freelancers who regularly transact across borders. Israel served as both the production base and the primary market, with the campaign's insight shaped by the gap between how Israeli professionals work globally and how their payments still felt locally constrained.
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