Not only is Saxum a pretty stellar agency (who puts out some straight sexy infographics), but they also eat Hi-Chews and drink Red Bull for breakfast. This next installation of "How We Made..." features a campaign done by Saxum for First Fidelity Bank. Check out some of the print below, and watch the spot here
Tulsa Egotist: What concept did the client want to see in the final product?
Saxum:At the time, the idea of mobile deposit (making a check deposit via a picture on your smart phone) was fairly new. More importantly, it was only available through large banks. FFB would be the first “community” bank in the area to offer the service.
TE: What challenged you most in the production process?
SAXUM: The mobile deposit app was a very simple product, at least, from the user’s perspective -- literally point the phone’s camera at the check, snap the shot and hit send. Sometimes the simplest stories are the hardest to tell.
We didn’t want to downplay the product. We wanted the audience to see that technology did not equal complexity. We also wanted them to see that something basic could be a big deal that would have a very positive impact on their daily lives.
TE: If there was one thing you could do differently, what would it be?
SAXUM: Our preliminary research indicated that mobile deposit would be a hit with FFB’s target demographic. However, we actually underestimated the response. The overwhelming number of customers wishing to set up mobile deposit service actually forced us to throttle back our ad frequency for a time so that customer service reps could keep up with demand.
TE: What inspired the look of the final product?
SAXUM: Visually, we set out to convey the intimate relationship between the user and his or her mobile phones, so we placed our user in front of an infinity background. This way, only the user and the phone mattered.
Next, we conveyed that when you use the mobile deposit app, it is like having your bank right at your disposal. In a style reminiscent of “Minority Report,” Ruben Cabrera, our art director, designed elements that would appear “in the air” around the user. These elements make the phone app come alive for both the user and the viewer who was absorbing the ad’s message. Our premise was, through this exciting technology, one can experience a personal relationship with his or her banker anytime, anywhere.
TE: Looking back, what advice would you give yourself before beginning the project?
SAXUM: Go for it! We wanted to dig a bit deeper into this project than just to show a phone and talk about a convenient technology. We wanted people to see this as something that can really enhance their relationship with their bank. We wanted it to be personal, emotional, and we knew that would be more difficult to convey. But, if we succeeded, it would really set our client apart.
TE: What is the best breakfast for a creative professional?
SAXUM Too many of us, it appears, begin our days with a big helping of despair with a side of self-doubt.
Our impromptu survey revealed answers that may be just as stomach turning:
Mountain Dew and peanut butter. Cheetos and pizza. Hi-Chews and Red Bull.
To each his own.
For more information on Saxum, hit up their website
This article is a part of our series How we made..." where we explore how local agencies do what they do. If your agency has a sweet project you want to show off or get featured, submit it here