Shanghai-based studio brings together group of international directors for series of MTV-inspired branding idents for Asia’s largest bank.
Shanghai-based production company Final Frontier has brought together a dream team of five different directors to produce a diverse set of animated idents for DBS, Asia’s largest bank, to promote the launch of its new Cheat Sheet service for students.
Conceived by Singapore’s The Secret Little Agency, the campaign was inspired by nostalgia for classic MTV idents. Displaying a particularly playful and edgy creative approach for a bank, the campaign harnesses the unique styles and creativity of the five artists, much like the music channel did back in the 1980s and ‘90s.
To execute the required creative diversity, Final Frontier enlisted directors from locations across Europe, North and South America. Covering multiple genres, each story is told in a different visual aesthetic, with the set united by a tongue-in-cheek tone running throughout.
Peru artist Jaime Alvarez’ created a 3D sci-fi adventure, while Los Angeles-based Ariel Costa brought a variation on his signature 2D cutout style. Buenos Aires’ Gabriel Fermanelli’s cartoon heist, Barcelona crew Niceshit’s food frenzy and Brazilian Daniel Semanas’ noir piece are all rendered in 2D cell animation.
Final Frontier executive producer Gustavo Karam said, “Our roster is a carefully curated and diverse selection of world-class, superstar artists that we love, and are our friends. To bring a raft of them together on one project, in which each had the freedom to showcase their own distinct style and personality, across multiple genres is absolutely awesome, kind of like an animation Harlem Globetrotters.”
Mavis Neo, a partner at The Secret Little Agency, added, “We have fond memories of MTV idents which were the original pre-rolls of that time except that they were always superbly crafted and surprising. We wanted the same for the launch of Cheat Sheet, and specifically catered the idea, execution and even amplification of our idea for a student-only audience.”
The audio was produced by Singapore production house, Fuse Adventures in Audio.
Production Company: Final Frontier
Executive Producers: Chris Colman, Gustavo Karam, Julieta Zajaczkowski
Producer: Maité Colombatto
Director (Transport): Jaime Alvarez
Director (FinLit): BlinkMyBrain (Ariel Costa)
Director (Shopping): Gabriel Fermanelli
Director (Food): Niceshit
Director (Entertainment): Daniel Semanas
Client: DBS Bank
Agency: The Secret Little Agency
Music Composition, Sound Design, Voices: Fuse Adventures in Audio, Singapore
Source: Final Frontier
Dan Sarto is Publisher and Editor-in-Chief of Animation World Network.