ExpressVPN Mascot
2026
ExpressVPN asked me to create a mascot.
ExpressVPN protects millions of users online, but privacy and security are invisible, technical ideas that are hard to feel anything about. Vince turns that protection into a character people trust, remember and want to follow: reliable yet playful, and flexible enough to live across social media, product and seasonal campaigns.
ExpressVPN became an official FIFA World Cup 2026 endorser,
and Vince led the social media campaign.
ROLE
Art Direction, Character & Environment Design, Video Direction
Scripts co-written with Daniella Lester, Social Media Manager at ExpressVPN
TOOLS
Gemini · Higgsfield (Kling 3.0, Seedance)
Vince was born from ExpressVPN’s ON button. The power symbol turned into a smile and a nose, and the character grew around it.
Moodboard
After a trip to China, I wanted Vince to feel like a Pop Mart figure designed for a brand: an oversized head, a compact body and a clean, slightly plasticky 3D look.
Other references: the new Mac icon, Forky from Toy Story and Baymax from Big Hero 6.
Key Relationships
To build a fuller world around Vince, I created two more characters: Vanessa and The Boss. They bring in the relationships viewers know from their own lives, at home and at work.
The goal was recognition and sharing: moments that make people think "that's me with my partner" and send the video to them.
Vanessa
The Boss
Remote Work
Algorithm
Streaming
Vince went social. Three videos, three everyday moments: working remotely, getting lost in the algorithm, and the battle over the TV remote. Through Vince’s character and acting, a privacy product became something people relate to, building an audience that feels closer to ExpressVPN.
Vince × FIFA
Norway | 11.5k views
England | 5k views
Scotland | 10k views
For our collaboration with FIFA, Vince became a fan of Norway, England and Scotland, taking ExpressVPN into the heart of the World Cup.
