Divilo — A system of creatives for fintech campaigns

A payments fintech doesn't have a single message to communicate, but many: turning your phone into a card reader, charging by link, by QR, in e-commerce, in hospitality… Each feature is a different ad. And in competitive acquisition campaigns, the challenge isn't making a nice video: it's making all those pieces, different from one another, read as the same brand and scale into production.

Divilo came in with the brief, the script and the brand guidelines already defined. My job was to translate all of that into a visual system: a base design, a typography, a graphic treatment and an animation style that could be replicated across the whole collection. Nine messages, one language.

A system, not nine separate videos

The difference between commissioning pieces one by one and building a system lies in the decisions made at the start. I defined a common framework —composition, typographic hierarchy, use of the brand colour, animation rhythm— designed so that any new feature could slot into it without rebuilding anything.

The messages and features to communicate came from Divilo's brief. What I brought was the visual language that ties them together: making the card-reader ad and the QR-payment ad feel, without question, like the same brand.

3D at the service of the message

Eight of the nine pieces use custom-modelled 3D assets, but with a flat finish, integrated into the brand's 2D graphic universe. The 3D is there to serve the message, not to show off: it adds volume and solidity without breaking the coherence of the system.

The ninth piece is the opposite: a fully 3D conceptual video, with real light, shadow and volume. Deciding when 3D hides and when it takes the lead is, in itself, a direction call.

Built for campaigns, not for a website

The whole system was designed in square format and with a performance-oriented rhythm: pieces meant to live in acquisition campaigns, where you have to grab attention fast and where creatives get refreshed. One system able to communicate many product benefits under a single visual logic.