A MINDSET SHIFT IN FINANCE
Finance and more specific, personal finance is often a touchy subject. People find it boring, not important, don’t want you to interfere with their own and see it as a necessary evil. So, for a bank to want to say something about this takes guts. According to the ING it’s all about the mindset. Finance is a means to an end. So they want to know what you find important in life. And they as a bank are there to enable you to use your finances as a means to that end.
When you want to say something about finance, or someone's personal finances, tone of voice becomes very important. ING is off course an authority on finance, they are experts, they know what they are talking about. But on the other hand, since it's someone's personal finance, it is up to them how they handle it; you do not want to belittle your clients. Together with the ING team, we set out to find the right perspective to the story of the mindset shift in finance.
To create an authentic and amiable feel, we decided to go beyond a visualization and make a movie of the story. Based on a diorama where you are drawn into a whole new world, we built a 3D model of the story. It is this effect of layers, depth and an entire new world that we wanted. The authentic feeling of filming a 3D model is hard to recreate with just digital sketches.