How Marqeta Took Over Times Square in 5 Days
Background
Rapid Expansion Brings Creative Challenges
Marqeta, a leading player in the fintech industry, grew its workforce from 100 to over 900 employees in a remarkable four-year span. This rapid growth brought various creative challenges, such as expanding their brand guidelines and managing a high volume of creative requests with a relatively small team.
"We're consistently operating at full capacity, which limits our ability to focus on initiatives like enhancing our brand guidelines, improving our asset library, and developing more effective templates. We often find ourselves caught up in immediate tasks without the bandwidth for strategic improvements."
Superside stepped in and quickly became the creative partner with a comprehensive creative solution to address Marqeta's most pressing creative needs:
- Increasing Marqeta's creative bandwidth by overflowing weekly production workloads.
- Extending the breadth of Marqeta's creative capabilities with international design talent with fresh perspectives.
THE BRIEF
Vision for a Standout OOH Advertising Campaign
Marqeta approached Superside with an exciting and ambitious project: a show-stopping out-of-home (OOH) advertising campaign that would leave a lasting impression in the bustling heart of New York City—Times Square.
Our guidance
Superside's strategy emphasized creating visuals to capture attention immediately and communicate Marqeta's fundamental business principles succinctly. When you're competing with the most prominent billboards in the Big Apple, nothing but killer creative would do, so we embraced 2D designs with 3D animation.
The woRK
Crafting Unforgettable Visuals in Record Time
Superside delivered 8 compelling 2D designs in just 2 days, and completed the entire 3D animation in 5 days—an exceptional timeline for this type of project.
"Thank you Superside for your amazing work. You were incredible partners in executing this high visibility (Time Square!!) project. You have proven to be the perfect addition to our team, and the work shows. Please enjoy the success of this project and share it with Julian and the rest of the people who worked on it. We are SO VERY PROUD of the final product, and you should be too."
THE IMPACT
A Fintech Giant Illuminates Times Square
Taking over Times Square is a prowess in handling a high-stakes creative project. Here's what it meant for Marqeta:
Monumental exposure
Marqeta's brand was showcased on a 120-foot LED display in Times Square, which receives over 41.9 million visitors annually. This exposure was a significant step in elevating brand awareness on a global scale.
Agile creative process
The collaboration with Superside demonstrated exceptional agility, completing a complex video production and motion design project in just 5 days.
Lower cost
By outsourcing specific projects to Superside, Marqeta avoided the need for full-time hires for niche creative tasks, leading to significant cost savings.
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