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BancorpSouth - dependable, strong, technologically savvy. That's the message in a unique four-spot campaign produced, edited and finished by Nola Pictures, with Creative Director Juan Delcan at the helm.
Each spot is set against a black screen and details why BancorpSouth is the perfect financial sidekick for them. Their hands appear over the screen, darting about, grabbing images, graphs, charts and videos, which constantly evolve into ever-more-complex multimedia displays that tell their personal financial story.
Wealth Builder features a middle-aged married man, his ringed finger pulling down images of himself and his wife; charts illustrating the advanced financial tools that draw him in; a video of his personal banker; and a simple graphic of a truck, which builds digital layer by digital layer as he adds a motorcycle, a weekend cabin, and a photo of his family. Young Professional stars a young, bracelet-armed woman who pulls an image of herself; a graphic of a comfy retro chair; blinking graphs; and a smartphone to represent the apps she checks her bank balance on. Other spots feature BancorpSouth's suitability for businesses and growing families.
"We wanted to create something with a modern look and feel that made use of technology," noted Delcan. "The challenge was to create a campaign using amazing compositing and graphics that would really catch the eye."
Delcan and his crew created the spots by compositing stock photos and videos provided by BancorpSouth into the montage of hands and Nola-generated graphics. Delcan pre-planned extensively, building a detailed animatic for each spot so they could flawlessly execute the one-day shoot. "We wanted fingertip precision here, with each touch lining up exactly to the item it was moving on the screen," said Delcan. "Too often, when you see similar spots, the hands merely swipe at the surface, leaving a wide margin for graphics to move and react. The movement in each spot had to be executed as one complete take in order to be seamless. We recruited top hand models and drilled them on using audio cues to achieve exact timings so their movements would perfectly match the narrator."
Delcan finished the campaign in After Effects, spending approximately two weeks compositing each spot, taking care that the images and graphics moved with purpose as the hands touched them and that the shadows around each arm stayed intact.
"Juan had so much enthusiasm for this project, as he does with everything he touches, that he inspired the whole crew as we worked from initial concept to post," noted Nola EP Charlie Curran. "This campaign is an awesome showcase of Nola's determination to create truly memorable work and handle it expertly at every phase."
Spots Title: Young Professional (featured), Wealth Builder (featured), Business, Growing Family
Air Date: November 2010
Agency: Stone Ward
Copywriter: Jeremy Harper
CEO & Executive CD: Larry Stone
Agency Producer: Tommy Walker
Prod Company: Nola Pictures
CD: Juan Delcan
EP: Charlie Curran
Head of Production: Cheryl Ward
Post/Effects: Nola Pictures
Designer/Animators: Robert Henry, Matthew Lane-Smith, Jess Mireau and Miguel Delcan
Producer: Diana Deldeo, JJ Wilmoth
Shoot Location: NYC