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Paintings Spring to Life in this Passionate Russian Bank Ad

Creative 402 Add to collection

Director Ilya Naishuller and creative agency Voskhod put art and love above spreadsheets and scepticism in campaign for Tochka Bank

Paintings Spring to Life in this Passionate Russian Bank Ad
Russian agency Voskhod has turned to the art world for a dreamlike new ad for Tochka Bank that’s all about passion.

Unfurling in a gallery packed with cold, shallow money men, the passionless and cynical audience watches as painting after painting comes to life. It pits the calculated, dry world of traditional banking against a brand that has been built to accommodate entrepreneurs who are driven by love and passion to make the world a better place.

Positioning Tochka Bank as ‘the wrong bank’, the voice over reveals all of the ways the brand operates differently or ‘wrong’. The creative is all about the one principle that the brand says drives them – the love of their clients. That, they say, motivates them to ‘break the mold’ and situates the brand as an ‘outsider’ or challenger brand.

The spot is produced by Daddy’s Film Production and directed by Ilya Naishuller. Ilya is known for his bombastic promos like the first-person ultra violent Bad Motherfucker and the reverse circus catastrophe Kolschik and is represented by Great Guns outside of Russia . This time Ilya has taken a more hypnotically surreal approach as he conjures up scenes from historic oil paintings, tinged with renaissance era verve and classical mythology.
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Music

Track: «Angel» written & performed by Massive Attack

Post Production / VFX

Post Production Company: CGF

Art Director: Izabela Cichonska

Colourist: Maxim Mironov (ColorLarek), Alex Zolotarev (CGF)

Head of CG: Alena Kucherova

Post Production Assistant: Egor Larichkin, Aleksander Zhukov

Producer: Ekaterina Averina (VFX & DI producer)

SFX: Maxim Sorokin (SFX Supervisor)

VFX Supervisor: Alexander Gorokhov

Client

Advertiser: Tochka Bank

Head of Marketing: Yana Gannik

Head of Digital: Tatyana Kornaushchenko

Designer: Konstantin Baydak

PR Manager: Aleksandra Prytkova

Project Manager: Sofya Maslennikova, Yana Istomina

Head of Brand Marketing: Yana Gannik (Head of Marketing, Tochka Bank co-founder)

Head of Social Marketing: Tatyana Kornaushchenko (Head of Internet Marketing)

Production Company

Production Company: Daddy’s Film Production

Director: Ilya Naishuller

1st AC: | Nikolay Shinkarenko

2nd AC: Andrey Babich, Maxim Timoshenko

Casting: Maroussia Sayapina, CastingMoscow

Chief Operator: Georgiy Tseselchuk (BlackScreen) (Backstage Operator)

Cinematography: Vladislav Opelyants

Costume Designer: Julia Subbotina

Dolly Grip: Alex Panchenko

Executive Producers: Egor Solomatin

Gaffer: Aleksandr Egorov

Hair & Make Up: Igor Boyko, Anastasiya Ramlya

Head of Production: Dmitry Dimchevskiy

Production Designer: Dmitriy Onishchenko, Konstantin Baidak (Tochka Designer)

Props: Alexander Kucheriavy (Rastabike) (Property Master ) , Xenia Lovina (Assistant Property Master)

Set Decorator: Vyatcheslav Chulikov

Unit Manager: Mikhail Goglov

Creative Agency

Creative Agency: Voskhod Agency

Copywriter: Anton Rozhin, Darya Ovechkina

Art Director: Agnieszka Brzezina

Creative Director: Andrey Gubaydullin

Account Manager: Irina Shubina

Head of Strategy: Dmitry Donik

Genres: Visual VFX

Categories: Banking, Finance

LBB Editorial, Tue, 02 Apr 2019 13:57:49 GMT