ABOUT

We were tasked by the After & Vets team to create engaging content across multiple channels to attract new and existing armed forces personnel to Barclays armed forces bespoke services. The concept revolves around the bank debit card being positioned as an 'essential part' of the kit of basic equipment that's given to new recruits across the three branches of the armed forces; army, navy and Royal Air Force.
We settled upon a stop frame camera style to depict three people across the three armed forces branches changing from their civilian clothing to their respective armed forces clothing then revealing their cards. In tandem with this we show through stop frame camera work their various basic kit being packed away to reveal the bank card as an essential piece of the kit. We worked hand in glove with contacts at the MOD to ensure the accuracy of the kits and uniforms and to ensure that authenticity in casting, layout of objects and checklists were adhered to. This project was a simple execution of a complex brief. We had to creatively navigate between internal stakeholders and sign off teams, whilst casting for diversity and inclusion in a way that does not tokenise. As the in house creative agency we always have looked to create fresh engaging work that sits with our core brand values but that also engages and excites our potential and existing customers.