Authentic stories about people and their money. From a bank. Really.
Unrefined, fun and honest. The under-produced interviews with KeyBank customers provided the backbone for these spots, part of a larger campaign that included print, television, and a dedicated microsite.
Case Study
The Challenge
How do you make interviews with ordinary people about their financial problems and experience with KeyBank engaging and relevant for a broadcast television audience? And how do you instill trust and confidence in a bank during the country’s worst financial crisis in decades?
The Solution
We attempted to create visual stories that were as genuine as the people featured in the commercials. By listening to the uncut audio interviews of each customer, we were able to better understand who they were and mold the visuals to each of their distinct personalities and situations.
We started by editing together a raw audio track that encapsulated their stories.
Next, we had to create the right visuals for their stories. Tim Tomkinson’s authentic and tactile illustration style was perfect, and we worked with him to bring these stories to life.
To achieve the dynamic interaction between the audio and visuals, we found that metaphorical storytelling was the best way to go. A toaster represents “ease of use.” A tool box represents a brain full of options, and an interchangeable tool represents “multiple options.” These metaphors were illustrated, turned into 3d or cel animation.
Honest Communication is the Clearest
If you ground marketing communication in personal stories with true human insights, the work is exponentially more engaging. We loved working on this project because it allowed us to combine every aspect of our workflow: traditional cel animation, 3d animation, 2d compositing, storytelling, and editing. But above all, this project was about very personal stories from real people. And bringing authentic voices to life made this one very special.
Credits
Creative Director
Anthony Vitagliano
Producer
Erica Rangel
Editor
Andrew Maggio
Animators
Nick Campbell
Jason Esser
Frank Donnangelo
Peter Kallstrom
Anthony Vitagliano
Prischilla Olsen
Gary Whitney
Animators
Eric Meister
Pat Bradley
Jeff Mika
Jessica Plummer
Jeremy Rumas
George Gipson
Illustrator
Tim Tomkinson
3d
Amador Valenzuela
Aaron Kemnitzer
Joey Park
Exec. Creative Director
Jeff Long
Exec. Producer
Kent Smith
Music/Sound
Another Country
Agency
Cramer-Krasselt