The ad takes viewers on a bird’s-eye view journey through
beautiful natural landscapes across Britain to help portray the brand’s
endline, ‘A new perspective on savings’.
Not only does the viewer feel high above the scenes below
but the spot uses footage of migrating birds which fly across a pale pink and purple sky, making the viewer feel part of the birds' migration themselves. Overall the ad offers a sense of
freedom and enlightenment, a new direction for managing your finances.
Mill+ Director Aidan Gibbons explains, ‘This was a really
charming project to work on. The main idea was seeing things from a 'new
perspective’. That meant getting up in the sky and seeing Britain from a bird’s
point of view.
Working very closely with McCann Birmingham, we crafted
the unique story using stock footage. The stock posed some unique challenges in
itself, and so The Mill team meticulously replaced skies, de-grained footage
cleaned up elements and graded every shot.
This invisible VFX work goes entirely unnoticed, but was
really important to help create the sense of continuity, making it feel like
the film was shot on the same camera, and at a same time of day.’