CASE STUDY

HUMANIZING THE BRAND IN TECH CROWD

The challenge we face today…

All tech brands look the same. How can we differentiate the brand from the crowd? This is a journey about turning fintech into funtech.

Performance media campaigns are built with granular measurement and iteration, infinite datasets and complex numbers, and more scrutiny on every marketing dollar spent than ever before. Today, the lines are more blurred than ever between performance and brand marketing. It’s our job to create new frameworks that can capture what Big Ideas are capable of across the new mediums where people are engaging.

BY INDUSTRY

BUSINESSES we SERVE

Adyen platform can unlock growth for your business type. Choosing story characters that are similar to our customers makes people relate to the story more as they will be able to put themselves in the characters’ shoes effortlessly. We brought out emotions: Joy, sadness, surprise, and anticipation. Emotions make people relate to the story on a personal level – and this is exactly what allows us to build a connection between brand and audience. unique, the better. We avoided feeling staged, posed, set up, or forced. We aimed to feel natural, not contrived. Genuine and relatable, and most importantly, believable.

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Platforms & Marketplaces

Connecting buyers and sellers online

How we cast and style characters in photos and videos were strategic to add authenticity. Considering the motive behind each character we directed in a scene, and cast them to reflect the realistic age, race (if applicable), style, and personality for that role. We avoided casting any cliche or stereotypical characters, especially those that might be considered offensive.

#CASTING

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Retail

Jewelry, apparel, arts, cosmetics, electronics, homeware

We like fresh pictures and powerful, cinematic shots. The compositions are bold and considered to create dynamism while the palette is colorful and vibrant. We created an intentional color relationship between the background tones and foreground elements by using existing pops of color in environments, paired with complementary color blocking and tone-on-tone shifts.

#AESTHETICS

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Food & beverage

Quick service restaurants, restaurant chains, bars

Story and emotions are the keys. Images focuses on the moments, the connection, and the mood. We used close crops to define a moment, and distant shots to give context, and set a mood. We used dynamic angles - shot from above, below, behind, or over the shoulder.

#TALENT

Subscription

Streaming, subscription boxes, memberships

Talent is confident and comfortable in the role they are playing so they feel believable and approachable. Poses are natural and not overly staged.

#APROACHABILITY

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Digital businesses

Software, social, gaming, digital media

People are our biggest asset. We believe in including a diverse and inclusive array of people in our content that is reflective of the real world we live in. We’re all about personal, relatable, and inspirational storytelling.

#HUMANITY

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Hospitality

Hotels, spas, venues, leisure parts, fitness

We strive to use imagery that reflects the world we live in, accepting people of all shapes, sizes, sexual orientations, races, gender identities, ages, and religious affiliations. We strive to use imagery that reflects the world we live in, accepting people of all shapes, sizes, sexual orientations, races, gender identities, ages, and religious affiliations. We like unique people, with distinctive body details (i.e. freckles, teeth gaps, piercings, etc.). We celebrate imperfectness because it deviates from the status quo. It should be authentic, not performative, or twee. Wardrobe selection should not be over the edge, and be aware of the meaning of certain tattoos and details that are in frame.

#DIVERSITY & INCLUSION #AGE #INDIVIDUALITY

Mobility

Transportation of goods and people

We tried not to make productions for one-time use only and created a sustainable library with global localization in mind. Always question if it’s the right medium to tell a particular story and ask where this imagery is going to be used and how can it have the farthest reach and impact.