Alinma creative strategy

The bank was running a campaign calendar, not a platform. Output was product-led — a card render, an offer line, a template — and the customer was absent from their own advertising. Visa doesn't run partner campaigns; it can only change what a bank believes about its audience before the brief is written.

Audit what was actually going out, then rebuild the brief around platform behaviour rather than the calendar. Four original content formats built for how people use the platforms, sequenced across a 30 / 90 / 90+ roadmap so foundation, pilot and scale had separate success conditions instead of one launch date.

The shift is visible in the work itself. Offers running June to August 2025 put the card at the centre of a template. From November 2025, casting, location and light carry the offer and the card enters a scene the customer is already in.