PNC Wordplay

Art Direction

What happens when banking is centered around people rather than numbers? The client wanted to channel a community-based approach with its campaign, and to do so, we experimented with playful, minimalistic animation to bring characters to life against a backdrop of illustrated typography. We worked together with Deutsch NY to create poignant vignettes of characters gathered in a park, at a farmer’s market, building, working, and playing, eventually revealing the letters of ‘TOGETHER’ as the set for their living, breathing, micro environment.


Production Company: Gentleman Scholar
Creative Directors: William Campbell & Will Johnson
Executive Producer: Lindsay Bodanza
Head of Production: Rachel Kaminek
Art Director: Jordan Lyle
Producer: Nikki Maniolas
3D Animators: Ben Grangereau, Andrew Kim, Robert Kim
Character Animators: Sharon Huang, James Lane, Sam Ortiz
Designers: Geoffrey Godet & Burcu Sankur, Shawn Lee