Adyen - São Paulo
Bringing the vision to LATAM.
Framing local relevance.
Following the photography style refresh introduced in the F&B-focused Berlin shoot, I led a follow-up production in São Paulo to further expand Adyen’s global stock library. This shoot shifted focus to online payments at home and in fashion retail environments, two key growth areas for the brand.
The creative direction remained rooted in the updated visual identity, ensuring consistency while adapting naturally to the local context. Models, environments, and terminals were selected to reflect the LATAM market, helping the imagery feel both authentic and globally aligned.
Visual consistency in new contexts
To maintain the brand’s contemporary and understated visual language, we selected locations that offered warmth and realism without visual noise. We shot in a centrally located apartment adding a sophisticated local flair and in a boutique fashion store in one of São Paulo’s trend-forward neighborhoods to reflect the retail experience.
As in previous shoots, the focus was on subtle storytelling, showing how Adyen integrates into daily life without overwhelming it. Functioning seamlessly in the background.
This shoot added depth to Adyen’s global image library, supporting a wide range of touchpoints including campaigns, events, social channels, and web. It strengthened visual consistency across markets while allowing local teams to tell regionally relevant stories with market-specific assets.
Responsibilities.
Creative lead – concept development and defining the visual direction
Production guidance – working closely with the production company to direct and align all pre-production steps with the creative vision
Talent & location direction – directing location scouting and model agencies, and making final selections
On-set direction – overseeing the shoot to ensure visual and narrative alignment
Post-production oversight – preparing final deliverables for localisation across global markets.
Credits
Production – Friends of Friends
Photographer – Fran Parente
Art Direction - Leander Bormann