Visa unveils new ‘Level Up Your Game‘ campaign ahead of Paris 2024
Inspiring everyone to take their passions to the next level
Source: Visa
19th July, UK: Visa, the Official Payment Technology Partner of the Olympic and Paralympic Games Paris 2024, has unveiled a new campaign across Europe, fronted by Team Visa’s Olympic and Paralympic athletes, to encourage everyone to follow their passions. The campaign is an embodiment of the brand’s mission to uplift everyone everywhere, bringing together Team Visa athletes with Gen Z content creators with their hopes, covering the hard work and challenges faced on their path to achieve their dreams.
The campaign includes the release of an inspiring hero film, produced by Salomon Ligthelm and featuring Team Visa athletes Sasha Zhoya (France), Davide Morana (Italy) and Desirée Vila (Spain). In the short film, Sasha Zhoya is equipped with groundbreaking technology that enables him to pursue his passion of making music with his movements. Partnering with rising music star Ellie Dixon and creative technologist, Rifke Sadleir, the film highlights Sasha’s journey of dreaming to making, and how embracing challenges is an essential step in achieving success.
Supporting this, Visa has produced a collection of docu-series, celebrating the real-life stories of Team Visa athletes, local influencers and local creators in the UK, Italy, Spain, Germany, France and Poland ahead of Paris 2024.
The campaign will run throughout the duration of the Olympic and Paralympic Games and will be shown across social media platforms, digital media, video on demand, cinemas and experiential in 20 countries across Europe.
Levelling Up Adam Peaty and Jonnie Peacock’s Game
The first docu-series in the UK stars three-time Olympic gold medalist and Team Visa swimmer Adam Peaty OBE, as he partners with creative technologist Tigris Li and music producer Ellie Dixon to level up their game through fusing their passions of music and swimming.
In the first episode, Tigris Li is filmed building a camera from scratch, which she later uses to capture each intricate movement of Adam whilst he swims. In the second episode, Tigris Li works with musician Ellie Dixon to transform each stroke into a beat. The third and final episode will be released on 25th July.
The second UK docu-series, released on 16th July, stars two-time Paralympic gold medalist Jonnie Peacock, internet star Talia Mar and game designer Julia Spinola. Each episode documents how they blend their passions of running and gaming to create a unique video game, using innovative technology to create creating a digital version of Jonnie as he plays the main character in an auto-runner video game – a world first for a Paralympian athlete.
Kim Kadlec, CMO, Visa Europe comments: “As Worldwide Partner of the Olympic and Paralympic Games Paris 2024, we wanted to show how our Team Visa athletes are a great example of the power of small steps and how, through perseverance, everyone can follow their dreams. Through partnering our Team Visa athletes with inspiring Gen Z content creators, we hope the hero film and docu-series empowers everyone to feel enabled to level up their game, no matter what their passion.”
The docu-series was shot by emerging female director Miranda May, as a testament of how Visa enables representation and diversity across industries, including women behind the lens.
With Paris 2024 fast approaching, Visa believes that the Olympic and Paralympic Games have the power to inspire and unite the world. Visa has been a proud sponsor of the Olympic Movement for almost 40 years (since 1986) and proudly signed on as the first global partner of the International Paralympic Committee in 2003.
Watch the Visa’s Level Up Your Game hero film here, Adam Peaty’s docu-series here (episode 1) and here (episode 2) and Jonnie Peacock docu-series here (episode 1) and here (episode 2).
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About Visa
Visa (NYSE: V) is one of the world’s leaders in digital payments, facilitating transactions between consumers, merchants, financial institutions and government entities across more than 200 countries and territories. Our mission is to connect the world through the most innovative, convenient, reliable and secure payments network, enabling individuals, businesses and economies to thrive. We believe that economies that include everyone everywhere, uplift everyone everywhere and see access as foundational to the future of money movement. Learn more at Visa.com.
