The Brief

Visa wanted to position itself as more than a payment processor — as the company powering meaningful economic connections between travelers and local business owners in emerging destinations. They needed a narrative that would resonate with the travel industry and humanize a fintech brand.

The Approach

I created "How I Spend Abroad," an 11-part video series that asked C-suite travel executives — from Carnival's CEO to Airbnb's Head of Hotels to TripAdvisor's President — to recount their most memorable purchase while traveling internationally. The concept was deliberately personal: no corporate talking points, just first-hand stories of human connection shared over an appreciation of culture, craft, and commerce. Each video was built around a single purchase — a hand-carved ceramic jaguar in Mexico, samurai swordsmanship lessons in Japan — and tied back to the larger argument that simple transactions can be a force for good. The series lived on a custom microsite with an editorial framework connecting the personal stories to Visa's cross-border payments narrative.

The Outcome

The series gave Visa a distinctive voice in an industry where fintech brands typically default to data-driven messaging. By letting industry leaders tell their own stories, the campaign created an authentic connection between Visa's business and the human side of global travel — positioning the brand at the intersection of commerce and culture rather than just infrastructure.