Oscar AI Agent

2025

Oscar believes healthcare should be simpler, full stop. As they prepared to launch their first health AI agent, they approached BUCK to develop a name, appearance, personality, and visual behaviors that maintain that commitment to simplicity. Meet Oswell — Oscar’s handmade, cel-animated companion. Oswell was built to help members navigate their care needs, and offer a secure, personalized AI front door to their healthcare.

O-K Go

Audiences prefer to engage with assistants that lead with a clear point of view. The most successful assistants don’t fake humanity; they’re approachable on their own terms. Our process began with character studies, in which we explored multiple visual directions, personas, and names.

O-MG

Across frameworks like “figurative vs. abstract” and “matter-of-fact vs. feisty,” we refined our understanding of how Oswell would present to users. From these traits, we developed an initial suite of six expressions for Oswell, which signified common conversational interactions. These were hand-painted and animated to imbue Oswell with a warmth that often eludes its AI assistant peers, while still ensuring the expressions were a natural addition to Oscar’s larger brand.

O Yeah!

Our final suite of expressions was delivered in two versions: high-res with more detailed brushstrokes and animations for larger-scale deployments, and a smaller set optimized for in-app use. Oswell’s already making a splash, and we look forward to expanding its emotional range in the future!