Strong client relationships make great work possible. You could even say probable.

Godfrey Dadich Partners created Adyen’s first big tv/print campaign, then extended it for years, each incarnation bringing their core campaign promise of “Business. Not Boundaries.” forward in terms of both executional aesthetics and strategy. Smart, talented people on both sides of the equation listened to each other, communicated well, and got deep into the business of creative problem solving together.

Enough trust was established and solidified along the way that the Adyen clients brought GDP a more open-ended brief than usual. Alongside the usual campaign work, they were interested in pursuing a less tactical and more anthemic brand campaign that could play globally. They wanted the work to resonate with businesses who could benefit from their robust payments platform…but we could tell on a deeper level they also wanted it to reflect their internal cultural identity, which was global, optimistic, and sharp.

The script is in the voice of Adyen itself, spoken to their current and potential partners everywhere on Earth. The message is powerful in its honesty and simplicity: every payment is a customer. Accept them all, in ways that fit their lives and lifestyles.

GDP’s EP (and now an increasingly acclaimed feature documentarian in her own right) Paula Chowles lined up some inspired options to direct the spot, but from our first call with him Jake Nava was the clear choice. He has that thing where it scans as a well-produced commercial while also feeling true and real. It’s stylized but authentic, choreographed but loose. Plus he wanted to film it all in Cape Town, South Africa, which is a righteous place to be on production, flight times notwithstanding.

The casting, wardrobe, locations, mini-narratives, and scene selections were the result of the tireless and tasteful efforts from the GDP team, in particular art director Joy Scull and head of creative Allie Fisher, alongside director of photography Rosie Lakos.