Even the most visually stunning website becomes incomprehensible to a global audience without proper localization — that tension was the starting point for a series of ads I designed to make the case for Lilt's translation and localization technology.

Each ad was built around a simple visual idea: the same experience can either connect or completely fail to land, depending on whether it's been tailored to its audience. Rather than explaining that idea in copy, I let the visuals carry it — showing what's lost, or gained, when localization is done right.