LONDON, UNITED KINGDOM – Hollywood star, producer, and entrepreneur Simu Liu is stepping into a new role as the first-ever Global Brand Ambassador for fintech giant Unlimit. Known for breaking boundaries both on and off screen, Liu leads Unlimit’s most ambitious campaign yet, spotlighting how the right payment partner can empower businesses to operate without limits.
In a cinematic new ad, Liu takes audiences behind the scenes of a film production, weaving through different stages of the creative process. But beyond the glitz and glamour, there’s a powerful message: just as an actor must be adaptable to succeed, businesses need a versatile payment solution to thrive in today’s fast-moving, global economy. Unlimit, with its vast payment infrastructure and 1,000+ payment methods, ensures companies can transact freely.
The campaign, premiering online on March 3 across APAC, EMEA, UK, and LATAM, marks the first step in Unlimit’s partnership with Liu, rolling out across digital channels throughout 2025.
The ad was produced by Paradox House Creative and directed by Oscar-winner Joachim Back. Critically acclaimed co-Chief Producers Alex Chang, Merlin Merton, Kristina Tywoniuk & Mike Jones are the team behind the creative, production, and post-production aspects of the campaign.
“Unlimit’s mission – to eliminate financial borders – immediately drew me in; I apply the vision of being limitless to all aspects of my work,” said Simu Liu. “In the entertainment industry, you need to be as versatile as possible, catering to all scenarios and adjusting to any role; in the global business world, a payment provider has to do the same. I am thrilled to partner with Unlimit, who have successfully supported businesses across the globe for over 15 years, to deliver this message.”
“Simu Liu is an extremely versatile actor, entrepreneur, and producer. His multicultural, international upbringing, determination, and entrepreneurial mindset make him a symbol of everything that Unlimit represents; he is the perfect choice as our first-ever brand ambassador,” said Kirill Eves, CEO and founder of Unlimit. “This campaign underlines our commitment to continue evolving our product line and payment offering worldwide so that we remain a reliable partner and go-to choice for payments for businesses of all sizes and verticals, all over the globe.”
In addition to the digital launch of the ad, which will consist of multiple strands of activity, including digital takeovers, social media activations, digital & event advertising, and social competitions, as Unlimit’s Global Brand Ambassador, Simu Liu will also take part in the offline phase of the launch scheduled in Q2 2025.
Simu Liu is best known for his role as Shang-Chi in the Marvel Cinematic Universe. The actor, a business school graduate, is an entrepreneur and Chief Content Officer for dumplings company MiLa.
