The spot was created to invite amateur videomakers and photographers to take part on the bank's Tomorrow project. They are invited to interpret the meaning of "Tomorrow" either through video, animation or photography.
The concept proposed was the use of a diverse set of techniques to inspire people and point out that there were no restrictions to format. Consumer and readily available products were used to reinforce that idea. Cell phone light painting, digital still photography, flip-book animation, camcorder video and computer animation referencing graffiti, comics and cartoons were combined to appeal to the Youtube and Flickr generations.
The visuals and locations were set in Sao Paulo to match the urban lifestyle of the public expected to take part in the project. It's being broadcasted nationally in Brazil both on free and paid TV.
It's after midnight. Today is already tomorrow. And Itau invites you to interpret "Tomorrow" It may be with a picture... or video. The most creative pictures will be published on main newspapers throughout the country . And the winning video will be aired on TV, afert midnight, when today is already tomorrow. Check the website, read the rules and join in. Itau. Yesterday, Today and Tomorrow. Made for you.
Concept, Direction, Design and Animation.