To launch this global positioning in the Middle East, we teamed up with Mo Salah. And, when the brief says “Mo Salah is your asset,” it’s super tempting to make everything about him to land Visa’s concept of “the power of small steps.”
But in this concept, Salah wasn’t the hero — he was the extra. The real spotlight goes to the small businesses, or new artists that Visa helped grow. They’re the voices, the stories, the heart of the film in this series of short videos.
