The U.S. is a tough market for branded content. Any content that looks like a brand message is immediately deemed unauthentic by the public. There are very few trusted sources for thought-provoking content like the New York Times, so it was very important to create content that is inspiring, well crafted, and does not seem like an advertisement.

The films initially launched exactly where our audience would look for thought-provoking content —The New York Times Op-Ed section and was then moved to Visa’s “everywhere” site.

Thousands of viewers not only got a taste of what “Everywhere you want to be” is all about, but they also learned the stories of three inspirational human beings who worked to make this world “Everywhere” we all want to be.