Sumsub The Beast: A Humorous Take on Digital Fraud Prevention
Director Daniel Marjan has taken the helm on three comedic spots for Sumsub, produced by electriclime° and conceptualized by the creative agency Crowd. This innovative campaign, titled “The Beast,” showcases Sumsub’s vision of a safe, accessible, and inclusive digital future for users and businesses alike.
Campaign Overview
“Sumsub The Beast” personifies digital fraud through the character of a Gorilla. This imaginative approach aims to demonstrate how fraud disrupts user experiences when platforms lack adequate security measures. By using humor and a unique character, the campaign effectively communicates the serious issue of digital fraud in an engaging and memorable way.
Creative Collaboration
With the expertise of Director of Photography Kelvin Chew, the campaign employs dynamic movement and composition to enhance the comedic elements of the films. The Gorilla character’s antics are brought to life through careful editing, maximizing the humor and impact of each spot.
Director’s Vision
Director Daniel Marjan emphasizes the contrast between the absurdity of the Gorilla character and the real-world consequences of fraud. “The goal of Sumsub was to create a contrast with the films, where the absurd meets the reality. Most importantly, it was crucial to get the right costume which physically tells the story of the beast, bringing to life the concept with the surreal humor shining through,” Marjan explains.
Production Quality
The high production quality of “Sumsub The Beast” campaign reflects the expertise of electriclime° and the creative vision of Crowd. The well-crafted Gorilla costume and meticulous attention to detail in the filming process contribute to the overall effectiveness and appeal of the campaign.
Message and Impact
At its core, “Sumsub The Beast” campaign highlights the importance of security in digital platforms. By personifying fraud as a disruptive beast, Sumsub makes a strong case for the necessity of robust security measures. The use of humor not only makes the message more relatable but also ensures that it resonates with a wide audience.
Conclusion
“Sumsub The Beast” is a testament to the power of creativity and humor in addressing serious issues like digital fraud. Sumsub, with the help of electriclime° and Crowd, has managed to produce a campaign that is both entertaining and impactful. By showcasing the disruptions caused by fraud through the antics of a Gorilla, “Sumsub The Beast” campaign successfully communicates the importance of secure digital platforms for a safer and more inclusive future.
This professional campaign, titled “Sumsub The Beast,” was published in Singapore in April 2024. Created for the brand Sumsub by the ad agencies Crowd and electriclime°, this content and film media campaign is related to the Electronics and Technology industry and features one media asset.
