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Visa: Money is Changing by Decoded

Agency: Decoded
Client: Visa
Date: Feb 2019
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Visa is launching phase two of its social and digital series ‘Money is Changing’ with the help of its agency partner, Decoded Advertising. Building on the momentum created since the initial launch of the platform and data/insights gathered from millennial women, 'Phase Two' focuses on female empowerment – highlighting tools and resources to help millennial women make money work for them and featuring real stories of how women are forging change when it comes to topics of money.

Ahead of the Oscars, Visa is debuting a digital spot that speaks to changing the pay gap in Hollywood, featuring female designers, directors, producers and activists sharing personal stories of how they changed their financial circumstances by speaking up. Directed by Gia Coppola, the spots feature notable industry players like Arianne Philips (twice Oscar-nominated costume designer) and Melissa Jones (veteran producer/up-and-coming director).

Visa will also debut of a new digital ad, 'The Cost,' which aims to raise awareness of the money issues women face every day. The spot highlights moments throughout a woman’s life when she chooses to avoid talking about money, even when it was to her detriment. As viewers watch, they’ll see the literal cost of her silence add up.

The campaign also includes digital ads, social posts on Visa’s Facebook, Twitter and Instagram channels and content partnership with the likes of Refinery 29, Bustle and The Cut.


Advertising Agency

Decoded Advertising

Matt Rednor: CEO

Chief Creative Officer: David Weinstock

Creative Director: Laura Holmes

Creative Director: Leah Butler

Art Director: Sam Cohen

Copywriter: Jessica Joiner

Associate Design Director: Chris Williams

Executive Producer: Dan Fried

Group Brand Director: Katie Bartasevich

Brand Manager: Kaine Cahill

Strategy Director: Michele Kim

Business Affairs: Mister Brumfield

Production Company

Directors Bureau

Director – Gia Coppola

Managing Director/Executive Producer- Lisa Margulis

Executive Producer / Head of Production - Elizabeth Minzes

Producer- Mary Livingston

Director of Photography - Autumn Durald

Production Designer – Jeffrey Higinbotham

Costume Designer – Jacqui Getty

Casting – Good People Casting


Rock Paper Scissors

Managing Director/EP: Eve Kornblum

Editor: Akiko Iwakawa-Grieve

Assistant Editor: Dan Berk

Producer: Julianne Cort

Flame Artist: Eddie Reina

Flame Assistant: Sydney Botie

VFX Producer: Barbara Kontarovich


The Mill - NY

Colorist: Mikey Rossiter

Color Producer: Evan Bauer

Color EP: Rochelle Brown

Color Assist: Andrew Ceen

Sound Mixing

Sonic Union

Audio Mix: Paul Weiss

Post Producer: Justine Cortale


Song: “Holy”

Artist: King Princess

Music Supervision: Mophonics

Music Supervisor: Jean Scofield