Fun and finance come together for the holidays with PNC Banks construction of the world’s first life-size bank branch made of real gingerbread. The PNC Gingerbread Branch was open to the public from December 4-6 at Penn’s Landing in Philadelphia and serves as home to this year’s PNC Christmas Price Index, an annual financial report that calculates the price of each gift in the classic carol “The Twelve Days of Christmas.”
Inside the Gingerbread branch, visitors learned about the gifts and their prices from 12 beautiful building columns meticulously crafted by expert pastry chefs at Bredenbeck’s Bakery in Philadelphia. Regular bank business was also conducted and services were rendered at the branch. For those who couldn’t visit in person, an augmented reality tour is available online.
The SHOOT ScreenWork entry for this sweet initiative is a behind-the-scenes “baking of” film that chronicles what it took to bring the Gingerbread Branch to fruition. The film was directed by Jeff Morgan via NY-based production house Steelhead.
Credits
Client The PNC Financial Services Group Agency Deutsch Kerry Keenan, chief creative officer; Jeremy Bernstein, group creative director; Alex Avis, sr. art director; Justin Lee, sr. copywriter; Aliza Adam, interactive design director; Brian Gartside, associate design director; Juan Carlos Pagan, design director; Lynne Yun, designer & illustrator; Alex Miller, interactive designer; Joe Calabrese, director of integrated production; Sarah Manna, director of art & experiential production; Suzanne Molinaro, director of digital production; Josh Deitel, integrated producer; Kamran Aslam, director of technology; Michael Nicosia, associate technology director; Jeff Denton, Ryan Moylan,k developers; Matt Severin, lead motion designer; Dan Machlin, lead experience architect; Priscilla Osredkar, UX designer; Charles Hailey, QA engineer; Clara Kim, director of project management; Jessica Yin, sr. social strategist; Gurbani Chadha, social content manager; Christina Diaz Borda, social copywriter; Katie Casares, social project manager. Event Production TH Productions, NYC Design Development & Fabrication Design Compendium, Brooklyn, NY Bakery Bredenbeck’s Bakery, Philadelphia Film Production Steelhead, NYC Jeff Morgan, director; Pete Slife, DP/editor; Aaron Schillinger, editor.
“The Contextualist,” the latest chapter in Bloomberg Media’s “Context Changes Everything” brand platform, debuts today (3/6), creatively distinguishing Bloomberg.com & the Bloomberg app subscription’s value for global business and government leaders. The new concept builds on the campaign’s foundation of context--the power of Bloomberg’s journalism to draw deft connections between its wealth of news, insights and data in every corner of the world.
Golden Globe and BAFTA-award winning filmmaker Brady Corbet (The Brutalist) directed three new spots for the campaign via magna studios in his debut helming brand commercials. This spot titled “The Price of Tea in China” takes a well-known and seemingly simple idiom and unpacks its complexity as an international business story in a 30-second journey. (The other two commercials are “Bird in the Hand” and “Rising Tides.” The “Context” campaign continues to be developed in collaboration agency Wieden+Kennedy New York.
“‘Context Changes Everything’ has become an important rallying point with consumers to remind them what’s unique about Bloomberg as we continue to double down on global news coverage for them,” said Julia Beizer, COO, Bloomberg Media. “‘The Contextualist’ moves the brand forward by personifying the prevailing ideas of intellect, curiosity and ambition. We’ve gained more than 100,000 subscribers in the time since we first launched the campaign in September 2023, and it remains an important driving element of our investment to continue growing and engaging subscribers in the years to come.”
“As my directorial debut in the world of advertisement, I’m proud of this work for Bloomberg and how it addresses the importance of... Read More
