CLIENT
Citigroup Private Bank.
PRODUCTION CO.
Uncle Media Group, Santa Monica.
Rick Rabe, director; Alik Sakharov, DP; Eric Bonniot, president/executive producer; Dodonna Bicknell, executive producer; Robert Bauer, content division; Stephanie Bedell, head of production; George Fares, line producer. Shot on location in New York.
AGENCY
Merkley + Partners, New York.
Andy Hirsch and Randy Saitta, creative directors; Tom Sullivan, art director; Jason Savage, copywriter; Alexander Kobak, producer.
STOCK FOOTAGE
Re:search, New York.
EDITORIAL
Chinagraph, New York.
Kane Platt, editor; Charlotte Rademaeker, assistant editor; Anne Gordon, producer.
POST
Company 3, New York.
Tim Masick, colorist.
Nice Shoes, New York.
Rich Schreck, online editor.
AUDIO POST
audioEngine, New York.
Tom Goldblatt, mixer.
MUSIC
Music Orange, San Francisco.
Michael Lande, composer; Blaise Smith, executive producer.
THE SPOT
The :30 "Miriam" features Citigroup COO Miriam Esteve in various office settings as she addresses the camera directly. "People often ask me what it means to be a modern private bank," she says. "I tell them it means having some of the brightest minds in the investment world." While she speaks about the qualities that make Citigroup an institution for the 21st century, the glass of her desk acts as a projection surface for a quick montage of news footage. Esteve is also shown standing against a wall of monitors, each one displaying scenes seemingly taken from the nightly news. The spot concludes with the Citigroup logo and the tagline, "A leader in global wealth management."
Spot broke in October.
