Eleven divisions participated ranging from regional groups such as Visa Europe and Visa Latin American/Caribbean to specific groups such as Consumer Products and Sponsorships. Our assignment was to first determine the strategies that fulfilled each group’s many requests and then to produce them.
Identifying cross-cultural communities representing particular global markets was a requirement. Showing how the product was used rather than the product itself became the final solution. A limited budget restricted and required creative approaches shooting close to home, in our case the state of California. We developed a small team that focused on capturing real-life situations to tell the Visa story.