Whenever a project lands on my desk, the first thing that comes to mind is how we can craft a narrative with authenticity. The Visa product video, in many ways, was about capturing the essence of simplicity, of enjoying life, and how Visa fits seamlessly into it. From the moment we began, it was understood that Visa wanted more of a cultural vibe. And so, the story of a surfer's day at Stinson Beach began.

The Idea

Visa gave us a clear and exciting challenge. Their idea? “Show how a Visa credit card makes life easier, weaving it into a story that feels real yet aspirational.” No pressure, right?

Nate at Ntropic and I really liked the idea. It wasn’t just about a transaction; it was about creating an emotional connection—a couple planning to surf, spontaneously deciding to buy a surfboard, getting on their motorcycles and hitting a beach restaurant before heading into the Pacific Ocean and seamlessly making a purchase with their Visa card at each stop. We wanted to capture the unique energy of Northern California living. Easy, breezy, and a little spontaneous. Stinson Beach became our muse with its surf-town charm. 

To create an authentic vibe, we leaned toward a light, airy aesthetic—an effortless California vibe, waves crashing, a guy in board shorts realizing he needs a new surfboard for his lesson. We wanted people to feel like they were there, caught in a moment of life and sea breeze.

Planning the Day in the Life

Once Visa agreed to the coastal lifestyle story approach, we went to work. The story Visa wanted to tell was getting a new card is easy to activate online. It’s seamless in how you like to pay. And it keeps up with your lifestyle. Simple, approachable, and on any device. We storyboarded everything—mixing music early on. There’s something magical about pairing the right track with visuals; it draws you into the vibe of the story.

Creating the connection between our surfers' adventure and the purchasing moment was key. Every decision was intentional—road trips along the water, the easy accessibility of buying a surfboard on the go, and that seamless transaction that symbolizes Visa’s reliability.

The Challenge of the Single-Day Shoot

Of course, once everything sounds perfect on paper, reality rolls in with its own surprises. The biggest challenge? Our budget meant we had ONE day to make everything happen. Yes—multiple locations, drone footage, surfboard shops, motorcycle to motorcycle shots, boats and cameras in the Pacific Ocean—it all had to fit into a single day.

And oh, the weather. Stinson Beach, California is stunning, but coastal weather closer to the Pacific is never predictable. One moment, it’s clouds. The next second? Sun slicing through flat lighting, shining so brightly that we had to hit pause. The shifting skies definitely kept us on our toes.

We also had to get creative with camera setups, especially for the surfing segment. Picture this—a camera in the water capturing those “in the moment” surf shots, all while a drone buzzed above for those epic wide-angle frames. It was a logistical ballet. Then, there was the motorcycle scene. Safety was absolutely non-negotiable, so we handled it with extra prep and precautions in a tight timeframe, which added another layer of complexity.

But if there’s one thing about days like these, it’s the excitement that fuels you. Watching it all come together—the ocean, the actors, the little moments of storytelling—was worth every hiccup the day threw at us.