Financial goals large and small are the focus of a new campaign from U.S. Bank and Carmichael Lynch. The new advertising emphasizes the brand’s belief that “hard work works” and highlights the role of U.S. Bank as a trusted financial partner.
“Behind the products that U.S. Bank offers are real people who are saving to make something happen in their lives–or the lives of people around them,” said Marty Senn, Carmichael Lynch’s chief creative officer. “Telling very human stories brings those products to life in a way that shows how U.S. Bank is there for their customers during life moments big and small.”
The campaign spots were directed by Lisa Rubisch of Park Pictures and reflect the diverse stories of U.S. Bank customers at different phases of their financial lives.
This piece titled “Say It, Do It” follows a confident and determined girl as she works hard to meet a series of goals from childhood to adulthood, getting a little help from U.S. Bank along the way.
Credits
Client U.S. Bank Agency Carmichael Lynch Marty Senn, chief creative officer/creative director; Michelle Lippman, writer; Leeya Jackson, art director; Orlee Tatarka, head of production; Dominique Anzano, executive content producer. Production Park Pictures Lisa Rubisch, director; Jackie Kelman Bisbee, Scott Howard, exec producers; Michelle Currinder, line producer; Sam Levy, DP. Postproduction Exile Edit Matt Murphy, editor; Mitch Goldberg, assistant editor; Sasha Hirschfeld, exec producer; Evyn Bryce, head of production/producer. VFX Drive Thru Derek Johnson, online artist. Telecine Color Corrective Alex Bickel, colorist. Audio Sisterboss Michah Johnson, miser; Annie Sparrows, postproduction audio producer; Beth Wilson, post producer. Music The Messenger Beacon Street Studios Andrew Feltenstein, John Nau, composers; Leslie DiLullo, exec producer/head of production.
Tom Tagholm of Various Films directed this moving piece for the U.K.’s Department of Health and Social Care (DHSC) out of creative agency MullenLowe UK.
Focused on adult social care, the public service film delves into the world of care providers and how they connect with those they help. We feel how gratifying it is to assist people in daily tasks, the value it brings to their lives--and to the lives of those who provide this special care.
It’s a special career for people who might not have previously considered the role. It’s about a fulfilling job that fulfills lives. There’s a shared, reciprocal energy that emerges from working together in this way.
Capturing this dynamic and doing justice to this human story grew out of the creatives and filmmaker spending an extended amount of time in this world--long before any scheduled lensing. At this juncture, there were no cameras, just getting to know those involved--sharing tea and chatting, driven by a curiosity about life.
And this facilitated down the line the capturing of real human stories--trying not to get in the way of the natural rhythms of these special relationships as they unfolded. The mission was to recognize and capture all this--and in some cases uncover the significant moments and feelings inside of an apparently normal day. At the same time, the role of adult special care providers isn’t sugarcoated. There are challenges on both sides of the relationship. Yet there is a magic to the seemingly mundane, practical beats in a life--getting from point A to point B, answering emails, shopping, the daily tasks where the connection felt the most vivid and inspiring. One such task was seeing a man in a kitchen, cutting an onion for the first time, experiencing the joy of cooking.
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