Epoch Films has produced a series of three dry-humored ads for the mobile banking platform Current. Each film delivers on the promise of Current’s mission: moving you forward, never holding you back. Director Matt Swanson cleverly illustrates this point in a myriad of ways with increasing absurdity and quick delivery.
Swanson uses playful commentary, deadpan delivery, and visual gags to poke fun at the outdated practices still in play at traditional banks. This spot titled “Hacks” shows two chefs remarking on the nonsensical brutality of credit fees while pulverizing meat and chopping up food.
Credits
Client Current Stuart Sopp, founder, CEO; Adam Hadi, VP, marketing; Steve Peck, head of brand creative; Kinda Loughran, sr. copywriter; Cyrus Coulter, creative director; Niki Polyocan, executive producer; Vincent Fileccia, sr. designer; Michael Hastings-Black, brand strategist. Production Company Epoch Films Matt Swanson, director; Melissa Culligan, exec producer; Ritu Paramesh, producer; Damian Acevedo, DP; Oscar Almengor, 1st AD; Maria Fernanda Contreras, production designer. Casting Good People Casting Production Services Company Flo Films Susan Neill, exec producer. Color Grade Rare Medium TV Ayumi Ashely, colorist; Heath Raymond, exec producer. Editorial & Finishing Mackcut Mike Leuis, editor; Cam Pazol, assistant editor; Dylan Anderson, producer; Gina Pagano, exec producer; Joe Miller, Flame artist; Sam Shaffer, mixer.
Director Marc André Debruyne--who’s handled by production house Open Swim for U.S. representation--brings Coca-Cola’s legacy of celebrating holiday traditions to life in this campaign spotlighting Filipino Balikbayan boxes. The spot--out of Toronto agencies Taxi and VML--features Tita Rosita, owner of the oldest Filipino-Canadian grocery store in Toronto, whose much-adored shop was wrapped like a massive Coca-Cola-themed Balikbayan box as she prepared hundreds of boxes for customers to send their loved ones, with Coca-Cola paying for the boxes and the cost of shipping them to the Philippines. The spot is a testament to the brand’s prevailing facilitation of cultural and generational connectivity, especially during the holiday season.
The collaborative project--produced by Toronto production company MOWAD--was particularly special for Debruyne, who’s Filipino, because of the large presence of Filipino crew members on set. “It’s a totally surreal feeling when a work project crosses over into your personal life. It’s not too often that happens,” shares Debruyne. “The number of Balikbayan boxes I’ve sent home since I was a child, being surrounded by so many Filipinos on set – both crew and cast, and even being served pancit by Tita Rosita for lunch (and getting yelled at after because I didn’t have seconds) brought back so many wonderful memories of my mom. It was such a fun vibe on set. This wasn’t even a job, it was truly something special.”
