Brief
Shifting virtual banking landscape in Asia
Citibank announced the launch of Citi Plus, a fully digital experience with deposit, investment, protection and shopping rewards all at the client’s fingertips. It offers a groundbreaking banking experience for “digital natives” who prefer mobile banking.
Citi Plus is being launched in Hong Kong and will also be available in other Asian markets soon.
We were tasked to come out with a series of key visuals and brand concept video to appeal to its young target audiences.
Use passcode “i12c” to watch the video.
Process
Our narrative positions Citi Plus firmly in the shoes of our target audiences (Millenial and early Gen Z).
Using the term “we” to create a sense of shared community, the video aims to describe the lifestyle and ideals of this community. It speaks to who they are, what they do and what they want from life.
Through first person narrative from multiple personas, the video will convey a sense of belonging, placing Citi Plus as part of the community. It will draw people together by showcasing the holistic suite of services that Citi Plus provides to help them keeping up with their lifestyles needs while achieving their financial goals.
The Team
General Approach – This project occured during the pandemic, where we were restricted on the production approach. We managed to achieve the impossible by carefully curate a series of stock footages and unify them with a strong narratives and motion graphic.
Creative & Art Direction – Darren
Storyboarding – Darren
Director – Darren
Copywriting & Script – Natalie
Post Editing – Rico
Key Visuals – Sugiarto
