Trends and insights From the grid to office: How Visa’s social team is shaping culture online

When you think of Visa, you might picture the iconic logo flashing across a stadium screen or the speed of payment at checkout. But on social media, culture-first content is pushing the brand and its partners forward. At the heart of it all is Visa’s in-house social studio — a team of strategists, creatives and producers who are showing up in ways that feel fresh, human and fun.

The studio’s approach is equal parts data and creativity. Every campaign begins with deep social listening and analytics to uncover where fans are already spending their time plus the conversations they care about most. That’s exactly how #TakeYourDriverToWorkDay came to life.

Visa made history in 2024 as the first global partner of both Oracle Red Bull Racing and Visa Cash App Racing Bulls F1 teams, marketing its first major sports sponsorship in over 15 years. Through data, the team spotted an unlikely overlap: two highly engaged communities — Visa Cash App Racing Bulls Formula One fans and lovers of #officelife content. That insight sparked a bold creative idea: what if VCARB drivers traded the racetrack for cubicles, badges and onboarding sessions at Visa’s London office.

In July, VCARB drivers Isack Hadjar and Liam Lawson, joined by VCARB Academy Program driver Rafaela Ferreira, stepped into the Paddington office for a typical workday. Cameras followed them as they tackled workplace training, navigated the office copy machine and more. Local Visa employees, including Kimberly Kadlec, CMO of Visa Europe, participated as “extras” on set – adding an extra element of fun to the workday.

“Visa’s sponsorships go beyond brand visibility – we aim to create immersive, culture-driven experiences that connect with fans, elevate our brand, and embody the innovation and inclusion at the heart of our company. Welcoming the drivers into our Paddington office was a fun, surreal moment — a perfect reflection of how we blend iconic platforms with unexpected creativity to build authentic, memorable connections.” -Kim Kadlec, CMO, Visa Europe

The result was a cheeky, culture-first series that flipped the script — elite drivers struggling through everyday office rituals — and resonated instantly with fans across TikTok and Instagram. It was the kind of unexpected, shareable storytelling that speaks authentically to social media audiences. In fact, so far, Visa's campaign has driven millions of views across both platforms and is on track to exceed industry benchmarks. This success mirrors the sport’s broader cultural momentum: social chatter has continued to climb year over year, with engagement for rising stars like Liam and Isack continuing to rapidly grow.

Building culture-relevant content

This campaign is just the latest in a growing slate of work that puts community at the center. From “Spittin Slang,” where drivers try to make each other laugh with bizarre phrases, to “Local Lingo,” where they learn Tagalog from Filipino creator Marti Pecache, the studio leans into cultural nuances, ensuring every post feels native to each platform.

Pulling off #TakeYourDriverToWorkDay required more than a clever idea. From concepting to filming to final cut, it was a collaboration across cross-functional teams, like strategists, internal talent and producers, and the VCARB team. It was about building authentic, entertaining moments together that fans want to share.

A creative hub inside a global brand

Visa’s in-house social studio isn’t just a place where campaigns are made — it’s where culture is shaped. Backed by one of the world’s most recognized brands, the team has the freedom to experiment, play, and create content that resonates globally.

For employees, it’s the best of both worlds: the scale and stability of a global company paired with the agility and curiosity of a startup. That environment empowers creative talent to turn niche insights — like the overlap between VCARB fandom and #officelife memes — into cultural moments that reach millions.