DBLG – Funding Circle TV Ad
[vimeo http://vimeo.com/109584015 w=573&h=322]
Whilst we love VFX and motion graphics at dotmogo, there is something admirable about shooting a spot ‘in-camera’. When DBLG won a very competitive pitch for Funding Circle to produce their first ever TV ad, the aim from the outset was to create something that looked unlike any previous banking ad, to reflect the alternative world of peer-to-peer lending that Funding Circle represents.
We spoke to Grant Gilbert at DBLG to find out more about this audacious shoot and their creative approach. “What was really refreshing was the team at Funding Circle gave us pretty much creative free reign to create what we wanted and have fun with it. They really put their trust in us as we approached the shoot with no storyboards.”
DBLG built on the circle motif that Karmarama proposed, suggesting unique ways to create circles from props, strobing lights and high-speed camera techniques. “The inspiration itself came from the diversity of the real world since Funding Circle itself its characterized by its diversity of not only the people involved but as well as their unique process.”
The team purposefully moved away from working with a strict structure and instead created a rough shot list of effects and props. “With that list in mind we experimented and realised that certain elements could work better in different ways. This made the whole process more fun and collaborative and a lot of the footage used were fortunate spontaneous results.” The piece was shot over just two days working simultaneously with a Phantom and an Arri Alexa on the second day. “By having such a mixed list of elements and a freestyle organic shoot we ensured versatility in the edit.”
[vimeo http://vimeo.com/111211676 w=573&h=322]
To assist on the art direction techniques DBLG brought in special effects prop designer Jack Kirby. “It was hugely important for us to create the visuals in camera. We wanted it all to be real and have a human element to it, after all Funding Circle is all about the people who invest and are invested in. It was a challenge to create beautiful abstract visuals in camera without the help of 3D or CGI trickery but at the same time refreshing because it made us look at real world elements with fresh eyes and actually use the resources available around us instead of trying reproduce it in the computer.”
There also a couple of making-of films here with some tasty behind-the-scenes clips that show the DBLG hard at work, as well as hearing some insightful feedback from the client on the aims of the campaign.
[vimeo http://vimeo.com/109866168 w=573&h=322]
Credits: Ad Agency: Karmarama, Producer: Ciaran Bennett, Creative directors: Joe De Souza & Sam Walker, Copywriter: Sam Cartmell, Design Agency: DBLG, Directors: Grant Gilbert & Rita Louro, Producers: Natalie Greenwood, DOP: Kit Fraser, Art Department: Jack Kirby, Editor: Nick Armstrong at Envy, Online & Grade: Jason Farrow & Danny Wood at Envy