Impatience is a Virtue

A brand film reframing impatience as the trait that drives Middle Eastern founders, built on an Arabesque visual motif and populated with Arab figures from Ibn Battuta to astronaut Sultan Al Neyadi. Saint Levant voiced it, the soundtrack came from the electronic producer known as Zulli, and it was released in Arabic and English.

The brief

Founders and small business owners in the Middle East, the users of a UAE payments platform, cast as people who refuse to wait.

What to borrow

Reclaiming a trait usually counted as a flaw gives a fintech brand a point of view customers can adopt as their own.