BBDO San Francisco teamed up with the artists and designers of The Mill and Mill+ Director/Creative Director Paul Mitchell to achieve a larger-than-life takeover of L.A. Live for Wells Fargo.
Director:
Paul Mitchell
Production:
Mill+
Agency:
BBDO San Francisco
Two films, ‘Drums’ and ‘Basketball’, were created for the brand’s campaign titled ‘Experience the Power of Working Together’. The project was unique in that the films were unraveled across seven giant screens in the most central part of the outdoor entertainment complex, separating it from traditional commercial campaigns by putting the live viewing experience at the forefront of the work.
Paul explains, “We knew we were going to create a Wells Fargo ‘takeover’ of the screens at L.A. Live and that we wanted to cater to the sporting events side, but other than that we essentially started from scratch. We got a choreographer and a composer involved to piece together the two films; one dance and drumming-oriented and the other basketball-oriented.
“Helen Hsu did an amazing job in getting the brand colors across during the pitching process. Since this project doesn't show the banking side of Wells Fargo the way other commercials do, it was a great opportunity to get creative in how we represented the brand.”