Leaning in with CyberSource and VISA International Women’s Day
The Brand
International Women’s Day (March 8) is a global day celebrating the social, economic, cultural, and political achievements of women. The day also marks a call to action for accelerating women’s equality. Like many progressive companies around the world, CyberSource, a Visa solution, celebrates the female leaders in its ecosystem each International Women’s Day.
The theme for IWD 2020 was #EachforEqual. According to IWD, “An equal world is an enabled world. Individually, we’re all responsible for our own thoughts and actions—all day, every day. We can actively choose to challenge stereotypes, fight bias, broaden perceptions, improve situations, and celebrate women’s achievements. Collectively, each one of us can help create a gender-equal world.”
CyberSource decided to amplify this message through a series of videos focusing on the achievements of women from CyberSource and Visa companies as well as from their partners, customers, and companies throughout the eCommerce space. They commissioned StudioTPM to direct and film the interview-style video series.
Lights, Camera, Action!
Time was of the essence with this campaign as the teams needed to hit the March 8, 2020 deadline for International Women’s Day. Twenty interviews were conducted with female business leaders across the globe who shared their experiences and perspectives on what #EachforEqual meant to them.
StudioTPM was the perfect partner to help with this project as their network of marketing and videographer talent meant that they could conduct the interviews quickly and efficiently.
StudioTPM conduced six of the videos in-person at Visa’s head office in New York City, the rest were conducted by remote teams.
The CyberSource team required high-quality, consistent video productions for each interview—despite the different interview subjects, film crews, and locations. StudioTPM ensured each video was polished and professional, while perfectly capturing the personality of each subject.
In New York, the StudioTPM team worked with the interviewees to prepare for the shoot and coach them on speaking in front of the camera. StudioTPM’s expertise in this area ensured subjects were prepped and—most of all, comfortable—so they could tell their stories comfortably.
StudioTPM’s proficient video process—managed by a single videographer and one shoot supervisor—ensured a seamless and seamless on-site shoot. The CyberSource and Visa teams were delighted with how the shoot was managed and the quality of the final video output.
The project lead—the Head of Global Partnerships at CyberSource—met her deadline and launched a successful digital campaign to celebrate International Women’s Day 2020.
The language on the page TPM produced was clean and simple enough to reach people in need of his services to improve their health and quality of life, but not so basic that it would drive away the experienced athletes he hoped to work with. It was clear; it was engaging; it was accessible. Seán was sold.
He tapped TPM to take over the task of establishing an online presence, identifying the demographics he needed to reach, and building campaigns that would engage those audiences.
StudioTPM SERVICES
- Creative Direction
- Videography
- Interviewee Preparation
