TSB—

Campaign

Drawing inspiration …

Launch Film

Image for project TSB Campaign

The Story—

Campaign launch film. 

Image for project TSB Campaign

Making The Story—

behind the scenes

Welcome back to local banking …

 

‘The Story’ is a short film created to mark the newly independent TSB bank launch. In the film (above), we learn about the banks founder, the Reverend Henry Duncan and the history behind the building of the TSB bank, all in one seamless journey.  AKA director Marc Craste took on the 2.5-minute film – devised and commissioned by Damon Collins at Joint London for cinemas & online – to announce TSB’s return to the UK high street. Reflecting the historic values of TSB’s founder, the film begins over a simple wooden table at the original Ruthwell Parish Bank branch in 1810. As time passes we see how the bank enabled local working people to build their lives and establish a fully functional community through years of prosperity and the expansion of businesses and livelihoods.

 

The film celebrates the combination of traditional ideas with contemporary application, combining the handcrafted artistry of 2D character animation within a stunningly integrated use of 3D CGI sets. The journey through time is reflected in the film’s opening shot – an unbroken take that lasts a whopping 95 seconds – and the use of a constantly circling camera provides the momentum and sense of optimism to build the story. With the combination of beautifully designed characters from AKA’s Steve Small and the deft use of a constantly circling camera within evolving sets, the film is complemented by the gravitas of narrator Sir Patrick Stewart, and the sweeping orchestral score composed by Anne Dudley.

Campaign opener

Image for project TSB Campaign

Local Banking—

Campaign development 

Image for project TSB Campaign / https://studioaka.co.uk/wp-content/uploads/2015/01/House_Webstill01-1024x576.jpg
 

We followed up ‘The Story’ with a change of pace and tone. In ‘Local Banking’ (above), we are now in the present day to highlight TSB’s ongoing commitment to circulating individual investments and funding to benefit the local community. The spot features a TSB branch at its centre and illustrates how individual characters benefit from the bank’s presence & support by enabling funds in the bank to be used to aid each other. The spot is rich in subtle detail, told in a blend of traditional hand-drawn animation within dimensional CG environments. The change is also underscored by composer Anne Dudley who builds on her original reflective theme with a shift toward an optimistic tilt, complimented by subtle sound design from Tom Joyce at Factory.

 

Following on, the campaign itself (below) continues its evolution in technique from the original historical story film. Director & designer Steve Small now takes over the directing reigns, and the spots eschew the complex background environments to focus on individual characters and their stories; meticulously handcrafted in 2D line animation, to bring their captivating narratives to life. All of this painstaking work was further complemented with an engaging narration, now undertaken by Kelly Macdonald.

 

Campaign Spots

Image for project TSB Campaign

Surprises—

How to avoid the teasing tactics often employed by TSB’s competitors.

Image for project TSB Campaign

Mortgages —

The story of two tailors, addressing the importance of not picking any old Mortgage provider off the peg.

Image for project TSB Campaign

Psychic—

Your mortgage should be as flexible as your future. 

Image for project TSB Campaign

Local Banking On Demand—

wherever you decide, whenever you decide.

Image for project TSB Campaign

Balloon—

How TSBs Plus Account got ‘plusser’

Image for project TSB Campaign

Partners—

How TSB works together with their customers.

Image for project TSB Campaign

Dog—

How much more you get, the more you use it…

Image for project TSB Campaign

Pick & Protect—

The need for flexible home insurance – as demonstrated by a small child in a sweetshop.

Image for project TSB Campaign

Henrietta—

The more that you put into a partnership, the more you get back…

Stills from The Story

Client

TSB

Agency

JOINT LONDON

 

Launch spots 

Director

MARC CRASTE

 

Campaign spots 

Director

STEVE SMALL

 

Character designer

STEVE SMALL

 

Production Company

STUDIO AKA

 

Music

ANNE DUDLEY

 

Sound Design

FACTORY

 

Sketches & Boards

from the campaign

Loops

Image for project TSB Campaign / https://studioaka.co.uk/wp-content/uploads/2015/01/TSB_POB_Fire.gif
 
Image for project TSB Campaign / https://studioaka.co.uk/wp-content/uploads/2015/01/TSB_POB_Medic.gif
 
Image for project TSB Campaign / https://studioaka.co.uk/wp-content/uploads/2015/01/TSB_POB_RNLI.gif
 
Image for project TSB Campaign / https://studioaka.co.uk/wp-content/uploads/2015/01/TSB_POB_Teacher.gif
 
Image for project TSB Campaign / https://studioaka.co.uk/wp-content/uploads/2015/01/TSB_GifSQ_10.gif
 
Image for project TSB Campaign / https://studioaka.co.uk/wp-content/uploads/2015/01/TSB_GifSQ_03.gif
 
Image for project TSB Campaign / https://studioaka.co.uk/wp-content/uploads/2015/01/TSB_GifSQ_05-1.gif
 
Image for project TSB Campaign / https://studioaka.co.uk/wp-content/uploads/2015/01/TSB_GifSQ_02.gif
 
Image for project TSB Campaign / https://studioaka.co.uk/wp-content/uploads/2015/01/TSB_GifSQ_04.gif
 
Image for project TSB Campaign / https://studioaka.co.uk/wp-content/uploads/2015/01/TSB_GifSQ_06.gif
 
Image for project TSB Campaign / https://studioaka.co.uk/wp-content/uploads/2015/01/TSB_GifSQ_08.gif
 
Image for project TSB Campaign / https://studioaka.co.uk/wp-content/uploads/2015/01/TSB_GifSQ_09.gif
 
Image for project TSB Campaign / https://studioaka.co.uk/wp-content/uploads/2015/01/TSB_GifSQ_12.gif
 
Image for project TSB Campaign / https://studioaka.co.uk/wp-content/uploads/2015/01/TSB_GifSQ_11.gif
 
Image for project TSB Campaign / https://studioaka.co.uk/wp-content/uploads/2015/01/TSB_GifSQ_15.gif
 
Image for project TSB Campaign / https://studioaka.co.uk/wp-content/uploads/2015/01/TSB_GifSQ_14.gif
 

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