TSLA Singapore launches animated idents campaign for DBS Bank
The Secret Little Agency called on Final Frontier to produce a diverse set of animated idents by five different directors for DBS, Asia’s largest bank, to promote the launch of its new Cheat Sheet service for students.
Conceived by Singapore’s The Secret Little Agency, the campaign was inspired by nostalgia for classic MTV idents. In an unusually playful creative approach for a bank, the campaign harnesses the unique styles and creativity of individual artists, much like the music channel did back in the 1980s and ‘90s.
To execute the required diversity, production company Final Frontier called upon directors from its roster, from locations across Europe, North and South America. Covering multiple storytelling genres, each story is told in a different visual aesthetic, with the set united by a tongue-in-cheek tone running throughout.
VIEW SPOT ONE
VIEW SPOT TWO
VIEW SPOT THREE
VIEW SPOT FOUR
VIEW SPOT FIVE
Peru artist Jaime Alvarez’ created a 3D sci-fi adventure, while Los Angeles-based Ariel Costa brought a variation on his signature 2D cutout style. Buenos Aires’ Gabriel Fermanelli’s cartoon heist, Barcelona crew Niceshit’s food frenzy and Brazilian Daniel Semanas’ noir piece are all rendered in 2D cell animation.
Mavis Neo, a partner at The Secret Little Agency, said, “We have fond memories of MTV idents which were the original pre-rolls of that time except that they were always superbly crafted and surprising. We wanted the same for the launch of Cheat Sheet, and specifically catered the idea, execution and even amplification of our idea for a student-only audience.”
Credits :
Client: DBS Bank
Agency: The Secret Little Agency
Production Company: Final Frontier
Executive Producers: Chris Colman, Gustavo Karam, Julieta Zajaczkowski
Producer: Maité Colombatto
Director (Transport): Jaime Alvarez
Director (FinLit): BlinkMyBrain (Ariel Costa)
Director (Shopping): Gabriel Fermanelli
Director (Food): Niceshit
Director (Entertainment): Daniel Semanas
Music Composition, Sound Design, Voices: Fuse Adventures in Audio, Singapore
2 Comments
These are lovely. And they’re for a bank. A big bank. A big Asian bank. Inspiring stuff.
It still doesn’t tell me what Cheat Sheet is about. It’s a confusing shining thing and a waste of money.