‘The Story’ is a short film created to mark the then newly independent TSB bank launch.
In the film, we learn about the bank’s 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 Rev Duncan, 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 a contemporary application, combining the handcrafted artistry of 2D character animation with 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.
How it was made …
Changing it up
To follow on from the campaign launch film, Joint then opted for a change of pace and tone.
This transition took shape in two parts. First up we created the spot ‘Local Banking’ which reconnects to the story in the present day and highlights TSB’s ongoing commitment to circulating individual investments and funding to benefit the local community.
Watch Local Banking For Britain.
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. Rich in subtle detail and told in a blend of traditional hand-drawn animation – within dimensional CG environments.
The change is also underscored once again 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.
Now re-established as an independent banking brand, the story continued in the subsequent TSB ad Campaign spots we made, of which more can be discovered HERE