Our latest film is part of a really rewarding campaign we have worked on with the agency Arthur London for the last couple of years, with videos, social media and OOH. The core idea is to bring a unique perspective and offbeat visual storytelling to what can be quite a conservative approach in the investment advertising world. We try to do this by making each scene a stand-alone visual moment that connects more obliquely to the script. For practical reasons we used rotoscoped live-action stock, but this meant we could jump between locations and people as much as we wanted, rather than a single location or studio shoot with talent. We also love to ground the M&G world with the natural world using mountains, beaches and clouds to reflect a strong dependable foundation for their ecological approach to investing.
