When we created this video, we started by asking the client to help us understand their goals. Progress Bank wanted to be able to communicate the convenience of their remote banking tools, as well as the personal touch their in-person banking provided. They were focused on small businesses first, which would lead to personal accounts. They also wanted the spots to feel fresh and modern, and not stodgy like a typical banking video.
Through creative brainstorming and customer research, we realized people who would bank remotely usually sat at a desk or table. We also wanted to be able to show the brand from the customer's point of view, to establish a more personal connection. This led us to the top-down or overhead camera angle. Today, this view is everywhere, but at the time it was just becoming popular through Instagram. This interesting point of view also helped us create a modern and fresh feel for the brand.
