More moments in
the moment
Of all the banking innovation in the past few decades, the ability to get it done in a fraction of the time must be near the top of the list. After all, the less banking the better.
It was that insight, coupled with a desire to make a cultural statement about the time spent on devices, that led to this fun, emotionally engaging campaign. We put the viewer in the driver’s seat with an immersive first-person look at the incredible moments that unfold when our attention turns to more important things.
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From One Moment to the Next
Building on the success of the product campaign, we elevated the original concept to connect with Citi’s brand purpose of enabling progress. Working with PGA tour golfer, Justin Thomas, we look back at the moments of progress in his life through his father’s eyes. The story unfolds through a home video montage of Justin as he grows up, reinforcing the original idea of being fully in the moment together and everything beautiful that can come from it.