A Couple Explores Their Invisible Future Home in This Spot From U.S. Bank

Smart VFX Highlights Tagline 'The Power of Possible'

By Alexandra Jardine. Published on Jan 25, 2016

Editor's Pick

U.S. Bank uses some clever VFX to bring to life a new campaign that center on dreams becoming reality with the help of the bank.

Created by Carmichael Lynch, it includes three TV spots, all part of a brand refresh under the tagline "The Power of Possible." In one spot, directed by Nicolai Fuglsig of MJZ, a couple stand on an empty hillside and imagine their future house. As they do, they climb up invisible stairs, lie on invisible couches, and see their kids running round an invisible garden. A second spot, also by Fuglsig, applies a similar formula to a pair of entrepreneurs opening their own restaurant.

The campaign also includes a business-to-business spot, directed by Patrick Daughters, which focuses on a business coming to life in the morning as a series of lights are switched on.

The effort will also feature out-of-home, print, digital, social and radio advertising and new brand materials at more than 3,000 U.S. Bank branches. It was informed by an updated brand positioning strategy and visual identity system developed U.S. Bank's brand agency, Little & Company.

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Jan 25, 2016
Carmichael Lynch Minneapolis
U.S. Bank
Nicolai Fuglsig
Production Company:
Chief Creative Officer:
Marty Senn
Associate Creative Director:
Puja Shah
Senior Writer:
Ryan Falch
Head of Production:
Joe Grundhoefer
Executive Content Producer:
Freddie Richards
Business Affairs Director:
Vicki Oachs
Managing Director:
Kim Bock
Account Director:
Sarah Larsen
Account Supervisor:
Mackenzie Kauffman
Senior Project Manager:
Shannon Gabrick
Production Company:
Nicloai Fuglsig
David Zander
Executive Producer:
Emma Wilcockson
Karen O'Brien
Director, Photography:
Hoyte van Hoytema
Production Designer:
Christopher Glass
Edit House:
Rock Paper Scissors NY
Mikkel EG Nielsen
Assistant Editor:
Alex Liu
Executive Producer:
Eve Kornblum
Lisa Barnable
Visual Effects:
Executive Producer:
Stephanie Gilgar
Julie Osborn
Visual Effects Supervisor:
Olivier Dumont
CG Supervisor:
Pouyan Navid
Visual Effects/Comp Supervisor:
Brian Delmonico
Audio Mix:
Sound Design:
Sound Design:
Robot Repair
Music Company:
Robot Repair
Voiceover Talent:
Reid Scott

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