| Title | #ChangePerspective (Film Case) |
| Agency | WP Narrative_ |
| Campaign | #ChangePerspective |
| Advertiser | Visa International |
| Brand | VISA Rushcard |
| Date of First Broadcast/Publication | 2016 / 8 |
| Business Sector | Credit Cards |
| Philosophy | Based on the typical user experience of turning a phone to get a better perspective, we created the first interactive film triggered by device orientation. Then, we combined our technology with creative grounded in the authenticity of spoken word, and redefined storytelling as a mobile experience. In this mobile first campaign, all shot on an iPhone by renowned documentary filmmaker, Gillian Laub, spoken word poetry is used to tell a powerful story about perception, via a series of films that hit on cultural and social issues. To make the experience seamless we developed a mobile video platform that could dynamically edit two videos simultaneously. We then scaled the technology to work across all mobile devices, cellular networks, and wifi strengths, reaching a national optimization level. The entire UX was intuitive and invisible – no buttons, no app download, just a simple turn of the phone. |
| Problem | Mobile video has exposed a decades old problem of police violence. Visa Rushcard, with a brand promise to always be there for its community wanted to address this tragic, yet ongoing issue. |
| Result | 27MM Reach 24% Increase in positive sentiment 88% Record view through rate |
| Media Type | Digital |
| Length | |
| Director | Gillian Laub |
| Producer | Stephen Wang |
| Producer | Aaron Royer |
| Chief Creative Officer | Benjamin Vendramin |
| Copywriter | Benjamin Vendramin |
| Copywriter | Black Ice |
| Copywriter | Ernestine Johnson |
| Copywriter | Tyler Sharkey |
| Copywriter | Will Kelleher |
| Copywriter | Chanae Reed |
| Copywriter | Johanna Martinez |
| Copywriter | Alexandra Barberio |
| Copywriter | Taylor Mali |
| Digital Creative Director | Stephen Kritchen |
| Director of Photography (DOP) | Joshua Perez |
| Account Manager | Sabina Khalhani |
| Music Prod Company | Pull |
| Editor | Eduardo Wong |
| Chief Executive Officer (CEO) | Tricia Clarke-Stone |