The central theme for this Sam Brown directed spot was anticipation. The campaign uses imagery that captures the pause before a primary action – the weightlifter before pressing the lift, the pianist before striking a chord – the scenes then snap into the dramatic conclusions as an analogy to how fast, easy and reliable using a Visa card in Apple Pay is in everyday situations. Using the Whiplash film soundtrack as well as the work of Buddy Rich as inspiration, we set about finding fastest jazz drummer we could. Lloyd Ryan, famed for playing drums for Gene Vincent, Matt Monro and The New Seekers was the perfect fit. His rapidly building drum roll, crescendo and free style solo worked perfectly to emphasise the drama and suspense and ultimate release.