SumUp

Detroit collaborated with SumUp and Dagobert to create a campaign built on the contrast between entrepreneurial ambition and everyday constraints.

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Set within stylized, idealized business environments, the visuals are paired with messages that highlight the realities of running a business, from operational pressure to time-consuming tasks.

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Built around the idea of freeing entrepreneurs from these constraints, the campaign positions SumUp’s all-in-one terminal as a tool supporting autonomy and day-to-day efficiency.

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A hybrid production combining AI-driven imagery, visual effect, art direction and post-production defines a visual language designed to scale across a wide European rollout.

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