J.P. Morgan: Home
Digital Film
Role in the project
Art Director
Client
J.P. Morgan Private Bank
The solution
For the campaign I art directed an animation with a hand drawn look and & feel.
The objective
J.P. Morgan Private bank wanted tell their audience about a new mortgages that were targeted for wealthy individual who were buying a larger new home or a holiday home.
To start the project a mood board and style frames were created. I wanted to find a style that spoke visually about luxury, nostalgia and family. I wanted to incorporate hand drawn elements like signature and I drew inspiration from mid-century architectural drawings.
Through the process I worked together with an illustrator and we explored different uses of line, shadow and textures.
For the final animation a key stakeholder decided that we should change the stylised hand drawings to a vector based look.
Chosen Mood Board
Style Frame 01
Style Frame 02
Style Frame exploration before starting the animation production
