Creative Direction : Art & Design
Role: Supporting the team // Myles Allpress, Ben Salsky, and Tim Vaccarino // with bringing this spot to life. During the pitch process my team helped define and develop the “ripple effect” strategy that influenced how the work came to life to bolster the “invest by example” platform. Nuveen, a global investment firm, prides itself on responsibility and whose projects span from infrastructure re-development to ecological rehabilitation. When the TV spot was being worked out I was brought back in to help translate that “ripple effect” to picture. I worked out a few visual mood boards and some initial storyboards. This “liquid” direction starting with the single drop and using the ripple effect to create a continuous fluid storyline from a totally blank canvas to a rich and colorful ecosystem ended up selling through. Myles and Ben then worked with the incredible folks at Psyop who added all the right layers of craft and perfection.
The video is set to a reimagined treatment of the Carpenter’s classic, We’ve Only Just Begun, by the Grammy-nominated indie rock band, TV On The Radio. The spot brings the positive and transformative “ripple effect” of successful, responsible investing to life. Different treatments of this message have just begun to appear in large format displays in such public spaces as JFK, Penn Station, and in Chicago. The campaign will include print advertising in key financial press, cultural content with partnerships across digital, social and print platforms, advertising and custom content with such outlets as TED, Forbes, The Atlantic and Bloomberg.