The People Behind the Payment: Humanizing payments through cross-vertical storytelling

Flywire’s “The People Behind the Payment” campaign set out to tell a new kind of story, one that honored the unsung heroes in Education, Healthcare, and B2B industries. These are the professionals who ensure that global payments happen smoothly, often without recognition. This campaign brought them to the forefront with a strategic mix of video, digital content, and targeted advertising.

I played a central role in aligning the campaign’s creative and execution across video, landing pages, social media, and online ads, ensuring everything was consistent with Flywire’s brand identity and resonated with the intended audiences.

The B2B version of The People Behind the Payment video, hosted on Vimeo.

The Challenge

How do you speak to three different industries, each with its own pain points and audience personas, while telling one cohesive brand story?

Our goal was to make Flywire’s brand feel more human, more connected, and more relevant. We needed to deliver emotionally resonant content that honored the professionals working behind the scenes, and we needed to meet them where they are, across digital channels, social media, and video platforms.

The Challenge

How do you speak to three different industries, each with its own pain points and audience personas, while telling one cohesive brand story?

The Strategy

The campaign was built around a shared narrative: People make payments possible.

We created three short videos that spotlighted professionals in each industry, Healthcare, Education, and B2B, showcasing how their work drives their organizations forward and makes a difference for their clients.

Each video was adapted into multiple formats for:

Organic and paid social
YouTube pre-roll ads
DirectTV in-stream ads

We then extended the story through:

Tailored landing pages that highlighted vertical-specific value
Online display ads targeting key roles and buyer personas
Social visuals that reflected the campaign’s tone and design

All assets created for the B2B version of The People Behind the Payment campaign.

The Execution

Video Production

Collaborated with creative partners to produce and refine three flagship campaign videos, each delivered in 15-, 30-, and 60-second formats.

My role included:

Ensuring on-brand messaging and visual identity
Managing adaptations for multi-platform distribution
Delivering creative direction to maintain consistency across all formats

The Execution

Video Production

Collaborated with creative partners to produce and refine three flagship campaign videos, each delivered in 15-, 30-, and 60-second formats.

My role included:

Ensuring on-brand messaging and visual identity
Managing adaptations for multi-platform distribution
Delivering creative direction to maintain consistency across all formats

All assets created for the Education version of The People Behind the Payment campaign.

Landing Pages

Led the design and content layout for three custom landing pages.

Each page featured:

Hero video and narrative positioning
Tailored industry messaging brought to life through real client stories and their impact.
Clear calls to action and engagement prompts

Landing Pages

Led the design and content layout for three custom landing pages.

Each page featured:

Hero video and narrative positioning
Tailored industry messaging brought to life through real client stories and their impact.
Clear calls to action and engagement prompts

All assets created for the Healthcare version of The People Behind the Payment campaign.

Campaign Assets

Designed a cohesive set of visual assets, including:

Social graphics in multiple formats and languages
Targeted online ad variations for each industry
Consistent use of the Flywire design system and color palette

Campaign Assets

Designed a cohesive set of visual assets, including:

Social graphics in multiple formats and languages
Targeted online ad variations for each industry
Consistent use of the Flywire design system and color palette

Alternate digital ad concepts developed for the campaign.

The Outcome

While results are still evolving, the campaign successfully:

Strengthened emotional brand connection within key verticals
Elevated Flywire’s human-centric positioning
Delivered a unified campaign that adapted effectively across platforms

Why It Mattered

This project wasn’t just about visuals or messaging, it was about empathy. By honoring the people behind the payment, we deepened the connection between Flywire and its clients, positioning the brand as both a trusted partner and a thoughtful storyteller.

My Role

Brand Stewardship: Guided the visual and narrative consistency of all campaign elements across platforms
Video Production Support: Oversaw creative alignment of three sets of videos, one for each vertical
Digital Design: Led the creation of campaign landing pages and social assets
Campaign Execution: Designed and delivered targeted ad variations and industry-specific visuals

The Outcome

While results are still evolving, the campaign successfully:

Strengthened emotional brand connection within key verticals
Elevated Flywire’s human-centric positioning
Delivered a unified campaign that adapted effectively across platforms

Why It Mattered

My Role

Brand Stewardship: Guided the visual and narrative consistency of all campaign elements across platforms
Video Production Support: Oversaw creative alignment of three sets of videos, one for each vertical
Digital Design: Led the creation of campaign landing pages and social assets
Campaign Execution: Designed and delivered targeted ad variations and industry-specific visuals

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