Visa has just released its latest brand film, "Prodigies," produced in collaboration with creative agency Wieden+Kennedy.
Despite the title, the inspiring spot disagrees with the notion of a "prodigy," saying that nobody is born great.
Instead, it is an ode to the dedication, hard work, and persistence that make people go from humble beginnings to the peak of success.
It features a star-studded lineup of outstanding figures in the arts and sports, including:
- Singer-songwriter Pharrell Williams
- Olympic skateboarder Sky Brown
- Formula 21 racer Daniel Ricciardo
- Tennis star Iga Swiatek
- Chef and entrepreneur Roy Choi
- Artist-designer Gemma O’Brien
View this post on Instagram
Different scenes of the film's featured stars showcase their humble beginnings, forming a montage of their many struggles and difficulties throughout the years.
A voice narrates that behind every gifted talent is "a relentless fighter, taking small steps forward to make big things happen."
Eventually, the film's tone shifts, showcasing the stars' greatest successes.
Small Steps Make Big Dreams
The ad's end goal is to connect customers and stakeholders with the company’s belief in "the power of small steps."
"There’s no such thing as an overnight sensation," Visa SVP Jeff Cha explained in a statement to The Drum.
"It's hard work, perseverance, and the small steps you take every day that get you closer to where you want to be," he added.
Visa plans to roll out the spot through multiple channels, including digital and social media.
Championing dedication and determination, the campaign will also feature prominently during the upcoming Paris Summer Olympics to celebrate the hard work of athletes.
Launching globally on June 15, an initial rollout throughout North America will be followed by phases in Central Europe, the Middle East, and Africa beginning in July.
READ NEXT: U.S. Bank Launches Ad Campaign with a Little Help from AI
Editing by Katherine 'Makkie' Maclang
