Ken Jeong as "Bill Shock" for AirAlo

AirAlo aimed to increase awareness of the hidden costs associated with international roaming fees and promote their eSIM technology as a solution. The objective was to create a memorable campaign that educates travelers about the benefits of using eSIMs while abroad. With that in mind we set off to create and produce a high-impact commercial campaign that exposes the pain of international roaming charges—and position AirAlo as the smarter, cheaper solution for global travelers.

We dreamed up “Bill Shock” - a bold, comedic concept that personifies hidden roaming fees as a loud, intrusive, over-the-top character. Enter Ken Jeong, comedy icon, to bring that shock (and charm) to life. This character would surprise travelers at inopportune moments, highlighting the inconvenience and cost of traditional roaming charges.

The creative approach of this campaign was to highlight folks enjoying a vacation, only to be suddenly blindsided by “Bill Shock” (Ken Jeong). AirAlo proposed that each spot feature Carl Orff’s “O Fortuna” to convey a sense of doom. Running with this idea, we needed to juxtapose the ominous nature of the opera classic with comic effect. Jeong’s delightful physical comedy played perfectly against a ten person formal choir. The result was a bright, campy representation of the perils of bill shock. 

The campaign was filmed over two days at Calamigos Ranch in Malibu, California. We produced three distinct spots, each depicting travelers being interrupted by “Bill Shock” during their vacations. To enhance the dramatic effect, each scene featured a ten-person choir performing Carl Orff’s “O Fortuna,” juxtaposed with Jeong’s comedic performance. Wild / Factory handled full video production and post-production — from pre-production through post—including location scouting, casting, permits, art direction, tech crew, and VFX prep. We shot over two days on location at Calamigos Ranch in Malibu, CA, capturing three cinematic spots using technocranes, Steadicam, speed ramps, and high-speed slow-motion. Each scene featured an on-site choir singing Carl Orff’s “O Fortuna” while Ken Jeong made dramatic entrances to interrupt unsuspecting travelers.

The campaign successfully highlighted the pitfalls of traditional roaming fees and positioned AirAlo’s eSIM technology as a convenient and cost-effective solution for travelers. The humorous portrayal of “Bill Shock” resonated with audiences, making the campaign both educational and entertaining.

The campaign was a viral success—entertaining, educational, and impossible to ignore. Airalo’s message landed with both frequent travelers and first-time tourists: ditch the roaming fees, keep the vacation vibes.

Through strategic casting, creative storytelling, and dynamic production techniques, Wild / Factory delivered a compelling campaign that effectively communicated Airalo’s value proposition. The “Bill Shock” campaign stands as a testament to the power of combining humor with informative content to engage and educate consumers.