Room to Play

In an attempt to communicate the emotional benefits of Paddle to it's customers, we looked for visually arresting but immediately comprehensible ways to represent the many anxiety-inducing obstacles that come along with starting a business in contrast to the energizing freedom of growth.

From the beginning of this project, it was clear that portraying the human side of Paddle was going to be crucial. Since so much of the piece involved abstract interpretations of running a business, using characters sparingly but effectively was key to giving the video the human element it needed.

We combined a striking use of dynamic typography, live action footage and illustrated elements. This allowed us to clearly and concisely communicate the struggles Paddle users faced on their journeys when necessary, while still being able to connect on an emotional level. Live action and typography could more clearly convey concepts like fraud, subscription management, and tax compliance, while a more illustrative style would do a better job of representing the more abstract and personal struggles of running a business.

As Paddle was experiencing the evolutions and continuous learnings of a rebrand, we were able to take their findings and improve the video to build a stronger story in real time. A direct partnership with their design team meant we could collaboratively tighten the best message and visual approach to create excitement and solidify Paddle as the leader in SaaS payment infrastructure.