A new campaign for U.K. digital bank Starling Bank features some eye-catching craft. A woman takes to the skies, helicoptering her garden shed—a metaphor for the small business she's started.
The ad sees the protagonist wave good-bye to her family before ascending at the controls of her shed/ home office. She flies over cities and countryside, then encounters some scary moments negotiating a thunderstorm that sets her off course before she joins the flock of other small businesses that have made it through. The final moments shows her clicking on the Starling app that's guiding her at the joystick.
The new campaign is designed to build the challenger brand’s small and medium-sized enterprise customer base. The work spanning TV, radio and outdoor, also reinforces Starling’s proposition as a national U.K. bank. The ad is running in primetime shows such as the final series of "Homeland."
The spot is the first work from Wonderhood Studios, the creative and production company set up last year by executives including Channel 4 CEO David Abraham and former BBC Creative excec Aidan McClure. “For anyone who’s started their own business they’ll recognise that feeling of plummeting towards certain ruin before turning on a dime and soaring through the clouds," said McClure. "This campaign has been lovingly crafted for those heroes.”
The ad was directed by Elliott Dear at Blinkink, who used miniatures as well as live action to give it a hand-crafted authentic feel. “I love shooting with miniatures," said Dear in a statement. "I've always been fascinated with how they achieved the special effects in Hollywood films before CG was an option, and most of my favorite movies use models and practical effects. The design and build part of a project is really enjoyable for me, and I personally love watching the skill and craft that goes into making a scale model."