Washington Mutual (now Chase)
Creative direction, concepting, visual design, strategy, video editing
In order to put a human face on their brand, Washington Mutual created the Trapped Banker campaign – the idea the bank had a “banker’s pen” of old, stodgy, greedy bankers. From this pen the bank gets all of its ideas – basically anything the pen hates. In the pen was a host of characters who extended across broadcast, print, OOH, and online; the Trapped Banker site served as a way for the bank’s audience to learn more about the characters and the bank’s features, all while being entertained. Call it edutainment.
The site ran a continual video stream from over 8 hours of video footage, the first of its type at the time. In order to keep the project within budget I edited the clips myself (which I would hope to avoid doing again, but it was a passion project) and spent many hours refining the interface.
THE MOOD METER
The primary action on the site is to ask the pen questions – either about WaMu’s new features, or activities they all love. If you ask about WaMu’s features, they of course get upset, moving the mood meter into higher levels of irritation. If you ask about money, polo, or money, they relax a bit. Most of the bankers themselves will tell stories upon click, focusing on each actor with the most exposure in the campaign.
SHOOTING A TON, SAVING A DIME
All of the site’s video footage was shot in but one day, on the heels of a broadcast shoot, saving the client quite a bit of money and maintaining the same look and feel from the broadcast spots.