London agency St Luke’s has rolled out its first work for credit app TotallyMoney. The TV and online campaign demonstrates how with the right guidance and support, people can climb higher and reach their goals.
With a belief that customers’ data should work for them, not against them, TotallyMoney provides almost 5 million customers with a free, live credit report, personalized alerts to highlight what might be holding them back, and tailored tips to help improve their score.
This brightly colored painterly animation :30 titled “You’ll totally get there” shows a variety of people, with different ambitions, embarking on their journey via metaphorical rope ladders and climbing up to their targets that rest in clouds. The soft pastel animation style is designed to be inviting and include all sorts of aspirations, encouraging people with the tag line ‘You’ll totally get there’.
Al Young, chief creative officer at St Luke’s, adds: “Most campaigns in this sector suggest improving your credit score is a bit of fun. This is out of step with the real experience of trying to borrow affordably. TotallyMoney understands exactly what their customers are going through, and we set out to create a campaign that dramatized that. Lobo, our production partners, have created beautiful, painterly illustrations and animations that reflect the struggle of improving your credit score with both sensitivity and a sense of undimmed optimism.”
Mateus de Paula Santos of animation studio Lobo directed the spot.
Credits
Client TotallyMoney Agency St. Luke’s, London Al Young, chief creative officer; Julian Vizard, creative partner; Danny Jones, Jordan Morris, art directing & copywriting; Davina Hickson, producer; Dan Hulse, chief strategy officer. Production Company Lobo, Sao Paulo, Brazil, and Ground Control London Mateus de Paula Santos, director; Michael Stanish, Su Constantine, producers; Loic Francois, Marie Dubois, Michael Stanish, exec producers; Clara Morelli, head of production; Marcelo Barbosa, head of postproduction; Fabio Shigemura, head of CG; Rosangela Gomes, Christiane Santos, team coordinators; Patricia Signorini, postproduction producer & editing; Fernando Heynen, storyboard; Pedro Minho, color script; Felipe Jordnada, art director; Fabio Miraglia, concepts. Felipe Jordnada, Gabriel dos Anjos, Marcio Guerra, styleframes; Danilo Enoki, CG supervisor; Marcos Samia, Danilo Ennoke, previs 3D; Max Beggs, Natan Ernani, Ozani Ferreira, Tiago Mesquita, William Silva, modeling; Annelise Campana, George Damiani, lighting & render; Ricardo Riamonde, Renan Takeshita, texture; Gabriel Nakata, Rafael Dias, Rafael Kendy Shiva, rigging; Eduardo Dutra, Gabriel Acacio, Luiz Duarte, simulation; Larissa Paz, lead animation; André Lorenzini, Camila Xavier Fazolin, Fellype de Oliveira, Gustavo Oes, Karina Chung, Leo Zitto, Michael Maron, Mendel Reis, Nicolás Taró, animation; Gabriel dos Anjos, Marcio Guerra, Romulo Oliveira, 2D VFX; Leandro Pena, composition. Color Grading Nineteentwenty Leticia Blanco, colorist. Music Track “My Way Up” by Molly Kate Kestner. Media Electric Glue
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