COVID-Era Brand Film

A tribute campaign honoring frontline retail workers during India’s national lockdown.

  • Client

    Pine Labs (PayPal-backed fintech unicorn)

  • Format

    • Brand film
    • Digital activation

  • Focus

    • Emotional storytelling
    • Stakeholder goodwill

  • Goal

    Strengthen B2B brand reputation by celebrating small business resilience during the pandemic.

  • Role

    • Conceptualized and scripted the brand film in collaboration with the internal marketing and product teams

    • Led narrative framing to balance emotional weight with business positioning

    • Created an interactive extension allowing viewers to dedicate the film to frontline workers in their lives

  • Result

    • Recognized with a Bronze Clio for Film Craft and multiple regional marketing awards

    • Delivered over 1.5 million organic views and 144,000+ personal dedications via campaign microsite

    • Positioned the brand as a people-first fintech leader during a national crisis, strengthening emotional equity across merchants and partners

• Everyday workers as heroes

• Absence visualized as loss

• Dedication mechanic for scale