Adyen - Berlin
A fresh take on F&B payments.
Modern clarity.
As lead creative on this project, I developed and directed a photography shoot that not only expanded Adyen’s global stock image library but also redefined its visual language.
The goal was to set a new standard for the brand’s photography by moving toward a more contemporary, clean, and understated aesthetic reflecting a sophisticated simplicity. Visually non-distracting yet clearly aligned with the brand’s data-driven, straight-to-the-point positioning.
This creative direction was further extended and refined in a follow-up shoot I led in São Paulo, which continued to build on the refreshed visual identity.
Flexible by design.
The library is used by local marketing teams across all regions Adyen is active in (EMEA, LATAM, NA, APAC), enabling them to create regionally relevant campaigns.
This made it essential to craft visuals that were broad enough to support diverse storytelling while remaining focused enough to reflect Adyen’s core identity and messaging, as defined by the global brand team which I was part of.
To support this, all deliverables were prepared in a customisable format, allowing terminal screens and payment cards to be easily localised with region-specific names, currencies, and visual details.
Responsibilities.
Creative lead – concept development and defining the visual direction
Strategic translation – turning global marketing priorities into a coherent creative strategy
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 – Constantin Mirbach
Art Direction - Leander Bormann