Selmore Puts the Pieces Together for ABN AMRO Campaign

Today sees the launch of “Verder met Financieren”, the new campaign from European banking brand ABN AMRO. The 35-second TVC features large-scale, visually impactful action sequences that would be impossible to create in such detail without employing advanced VFX creativity and technology.

Advertising agency Selmore and creative production companies The Ambassadors and Fat Fred were tasked with bringing the innovative new business offering for financing from ABN AMRO to life in a way that would inspire and engage a target audience of business owners, The TVC, which launches in the Netherlands this week, was created with acclaimed director Jeroen Mol and features CGI animated action such as a huge freight liner intersected down the middle, fusing back together on the high seas. 

The aim of the campaign is to promote ABN AMRO’s vision on investment. ABN AMRO's business specialists combine finances and help entrepreneurs and business owners to raise investment possibilities through combinations of different groups and funds available to them. 

The bank’s role is to advice and to connect those possibilities to bring their clients further. 

This campaign represents one of the first TV commercials where Selmore has asked The Ambassadors to take a lead role in production, bringing in production company Fat Fred as partners on the project. The creative production company The Ambassadors was responsible for the original shoot and VFX treatment.

Ton Habraken, Founder and VFX Supervisor, The Ambassadors, commented: “This ambitious project was an unusual one for us in that we were brought on board at the start of the process, by Selmore, and were responsible for selecting the production company to partner with. This is the other way around from the traditional production approach but worked extremely well, due to the fact that the film relies so heavily on VFX.” 

Paul de Jongh, copywriter Selmore, commented: “It was a huge pleasure to team up with The Ambassadors and Fat Fred on this campaign and the result is campaign we are proud of. It’s brilliant to see that agency and client are willing to take risks and do things differently – if it’s the right approach for the project.”

Greetje Kamminga, Senior Communication Manager, ABN AMRO, commented: “It was a very exciting project and the end result is beautiful. The things that you can do with these techniques are incredible.”