Approach
Rather than a typical software demo, we used optical illusions to represent the unique perspective offered by E*Trade. Our brand spots combine art and magic to empower investors by reducing distractions found on other sites.
We meticulously designed optical illusions in 3D which allowed us to previsualize the scenes. The illusion technique we used is called anamorphic perspective, which essentially composes a scene to look a certain way from one field of view. What made this particularly challenging was creating two very different fields of view in a single set/installation.
Digital to Physical
We worked with several set shops to fabricate the sets based on our 3D scene. The pieces were then painstakingly installed and assembled in an old warehouse, and we chose to expose the location as we moved from one vantage point to the next. We captured everything entirely in-camera, using a motion control rig to ensure precise landing on the opening and ending marks. The films were accompanied by a score from Tom Rowlands of The Chemical Brothers.
Our work shows the value of each person's unique perspective, helping users feel more empowered when trading.
Problem
How can we communicate the unique value of E*Trade’s user experience in a visually empowering and captivating way?
Insight
If you can see things others cannot, you gain a competitive advantage. When you trade using E*Trade's hyper-personalized platform, you see things your way.
Solution
Use optical illusion and metaphor to capture the feeling of seeing things from a unique perspective to show how E*Trade’s hyper-personalized suite of tools can enhance performance by minimizing distractions and clutter found on competitive sites.
Result
We helped users feel more empowered to take on their own trading by showing the value of each person’s unique way of viewing what’s in front of them.
Credits
- AgencyR/GA
- DirectorsJonathan Notaro
- Managing PartnerDevin Brook
- VFX Supervisors/Lead Flame ArtistsMark FrenchBryant Reif
- Flame ArtistsKirk BaldenGreg Cutler