Temporarily leaving the E*Trade Baby with a sitter, Grey Worldwide and editor/designer Owen Plotkin of post house now. have teamed to create a new campaign that is anything but childish. Rather, the first two spots, simply titled ''Value'' and ''Goals'' use a raw visual style, deep-voiced announcer and down-and-dirty blues soundtrack to make the point that investing is not for wimps. ''Grey brought us in for the creative pitch and we designed this raw black and white look and pushed the images over to the right,'' Plotkin says. "The idea was to match the aggressive copy of the 'Passion' campaign -- that's targeted to active traders -- with an aggressive look,'' The look that Grey, Plotkin and director Cole Webley of Uber Content, Hollywood, came up with blends 35mm, 16mm, digital and stock footage along with 3D animation of the computer screens. 'I've personally been inspired by avant garde filmmakers, like Warhol and Jonas Mekas, who shot 16mm and made raw, personal films,'' Plotkin adds, "and Cole wanted to bring in some of those sensibilities too." Double exposures, jump cuts, film that looks under exposed and then pushed so that the grain is evident and the contrast accentuated, as well as an array of filters and textures give the spots a look that is truly like nothing else on television now. ''Goals''' begins with a shot of our hero strolling confidently past a blurred image of people waiting at a bus stop. The voiceover notes 'Sitting. Waiting. Hoping. That's not how successful investing is done.'' From there it launches into a montage of black and white footage with a variety of visual looks interspersed with 3D animation (from design house Thornberg and Forester, New York) of the E*Trade power online trading tools. ''Value'' is similar, but focuses more on the diverse services E*Trade offers investors. ''This was a project where everyone from the client on down wanted to push the look as far as they could to create a campaign that visually represented the brand to the consumers E*Trade wanted to target,'' Plotkin says.
Client: E*Trade Financial Project: ''Value,'' ''Goals'' (both :30) Agency: Grey Worldwide, New York Chief Creative Officer: Tor Myhren Group Creative Director: Jeff Vinick, Paul Behnen Agency Producer: Kim Kietz Production Co: Uber Content, Hollywood, CA Executive Producer: Preston Lee Producer: Tom Lowe Director: Cole Webley D.P.: Travis Cline Design/Editorial: now., New York, NY Designer/Editor: Owen Plotkin Executive Producer: Nancy Finn 3D Animation: Thornberg & Forester, New York, NY Producer: Javier Gonzalez Post: Nice Shoes, New York, NY Flame Artist: Rich Schreck Audio Post: Sonic Union, New York, NY Engineer: Steve Rosen