Confidential - Payments Security - Fintech / Fraud Prevention
Stop Fraud: a campaign loud enough for Times Square
Role
GTM Campaign Creative Lead
Year
2025
Focus
Campaign, Out-of-Home
billboard takeover
Times Sq
The brief
The client - an enterprise payment-authentication and fraud-prevention brand whose name stays confidential - sits in the deepest infrastructure of finance, protecting billions of transactions for some of the largest financial institutions in the world. Invisible protection, and an awareness problem to match. In its category, everyone describes the same technology in the same fifteen jargon words, and nobody remembers any of it.
The mandate as campaign creative lead: make the brand impossible to miss.
The idea: say the whole thing in two words
Every enterprise fraud vendor says “leveraging AI-driven risk analytics to reduce friction across the customer journey.” Nobody says the actual point. The campaign platform I conceived was the actual point: Stop Fraud.
Two words a CEO, a CISO, and a stadium crowd all parse instantly. Blunt enough to be ownable, simple enough to survive every format, and confident enough to reposition the brand from vendor-among-vendors to the company that says what it does.
The build
A billboard concept isn’t a campaign; a system is. I produced a motion-art system around the platform - kinetic type and abstract transaction-flow visuals engineered to read at every scale, from a LinkedIn feed on a phone to a forty-foot LED wall running at Times Square brightness. One visual language, deployed everywhere the campaign lived.
As creative lead I owned it end to end: the concept, the motion production pipeline, placement coordination, and the rollout sequencing that made scattered media buys land as one statement.
The launch
Times Square video billboards. Soccer-stadium placements. Out-of-home across high-visibility positions. For a brand whose product works invisibly, the campaign did the opposite of its product: it made fraud prevention loud.
Results
- A blunt, ownable campaign platform - Stop Fraud - in a jargon-drowned category
- Times Square video billboards plus stadium and out-of-home placements, delivered
- A reusable motion-art system that outlived the campaign flight across brand touchpoints
- The template I bring to every infrastructure brand: clarity is the differentiator
Campaign photography and motion frames are being added to this page.
The journey
The problem
Great product, invisible brand
The client authenticates billions in payments and stops fraud for major financial institutions - and almost nobody outside its buyer committees had ever heard the name.
The idea
Two words
Category communication in fraud prevention drowns in jargon. The campaign platform cut all of it: Stop Fraud. Blunt enough to own, big enough to build a system on.
The build
A motion system, not a poster
Designed and produced a motion-art system engineered to hold up from a phone screen to a forty-foot LED wall - one visual language, every format.
The launch
Times Square and stadiums
Video billboards in Times Square, soccer-stadium and out-of-home placements - an enterprise infrastructure brand suddenly impossible to miss.
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