SumUp

Jul 2026

In the fast-paced world of fintech, SumUp’s Life’s Better in Person campaign serves as a masterclass in humanizing digital financial infrastructure. Moving beyond the sterile abstraction of cloud-based transactions, this commercial effort anchors the brand firmly within the heartbeat of local entrepreneurship. Through a series of vignettes that traverse the intimate corners of a vinyl record shop and the aromatic warmth of a local bakery, the campaign captures the essential spark of a face-to-face exchange. The production, managed by Object & Animal, leans into a lifestyle aesthetic that emphasizes the tactile nature of commerce, juxtaposing cozy, lived-in interiors against the vibrant energy of urban street scenes. By highlighting the seamless integration of card payment technology during everyday interactions—like a quick purchase at a barbershop—the project emphasizes how fintech serves as an invisible bridge rather than a barrier to human connection. The live-action technique utilized throughout the work ensures that every transaction feels authentic, stripping away the friction typically associated with digital payments. With polished post-production and VFX expertise from William McVay, the narrative flow remains brisk yet intentional, successfully positioning SumUp as an indispensable partner for small business owners who prioritize community and personal service over corporate distance. It is a sophisticated, grounded approach to financial marketing that finds genuine resonance in the mundane beauty of the daily hustle.

Commercial, Lifestyle

Live-action Technique

Fintech, Finance