With “Build the Future”, global fintech company Airwallex has launched its first international brand platform. For the visual communication, Lars Borges photographed a campaign visual featuring model Max Azzamov – staged against a deep blue sky and carrying the new “Build the Future” claim. The campaign embraces a stylish aesthetic far removed from traditional financial advertising.
Founded in Melbourne, Airwallex provides a global financial platform for businesses. The “Build the Future” brand platform was created with Uncommon Creative Studio and is based on the idea that the future doesn’t simply happen – it is built by people who turn ideas into reality. The campaign rolled out across cities including London, San Francisco and New York.
Lars Borges translates this idea into a direct photographic language: body language, gesture and the almost graphic blue backdrop define the image, while the bold Airwallex branding and campaign claim connect the visual to the new brand world.
On the client side, Matt Jennings, Global Creative Director at Airwallex, is among the creatives responsible for the campaign. The overarching “Build the Future” platform was developed at Uncommon Creative Studio by a team around Nils Leonard and Sam Walker.
Lars Borges is represented by Emeis Deubel. Discover more of the photographer’s work directly via his agency.
