CLIENT
Morgan Stanley.
PRODUCTION CO.
Gartner, bicoastal.
James Gartner, director; Jack Donnelly, DP; Rich Carter and Don Block, executive producers; Roger Petrusson, line producer. Shot on location in Beijing, China.
AGENCY
Leo Burnett U.S.A., Chicago.
Mark Tutsel, creative director; Bob Akers, creative director/art director; Gary Doyle, copywriter; Tom Keramidas, producer.
EDITORIAL
Jump, New York.
Michael Saia, editor; Daniel Lin, assistant editor; Dee Tagert, executive producer; Brandon Lynch, producer.
POST
Nice Shoes, New York.
Chris Ryan, colorist.
VISUAL EFFECTS
Manic, New York.
Mike Stolz, graphic designer/3-D animator/senior Flame artist; Justin Rotolo, 3-D animator/Maya artist; Victor Banks, Flame artist.
AUDIO POST
Sound Lounge, New York.
Rob Sayers, mixer.
MUSIC
Elias Arts, New York.
Fritz Doddy, creative director/composer; Andy Solomon, producer.
SOUND DESIGN
Jump.
Keith Reynaud, sound designer.
THE SPOT
"China" opens on a small boy flying a kite along the Great Wall. As the story unfolds, the path of the boy is tracked—from the Wall, the Forbidden City and farms, to the city. With his ever-present kite, the boy turns into a young businessman, representing China’s growth in the global marketplace. Morgan Stanley managing director Lucy Lin narrates the spot, which also celebrates Morgan Stanley’s role in helping establish China’s first investmant bank. The :30 ends with the tagline, "One client at a time."
Spot broke in June.