//Thirteen & Co's Armand De Saint-Salvy Shoots Latest ING France TVC

Director Armand De Saint-Salvy has directed the latest campaign for ING France via Rosapark, Paris.

Meet 'TOM', the latest addition to ING’s customer service department. TOM appears to be the most advanced android ever created, a hybrid of human and robot. But everything is not how it appears…

The work promotes ING’s online banking services, which are “designed by humans for humans,” according to the brand.

Says Yvon Martin, director of marketing and communication, ING France: “The objective of the campaign is to show that the company is a “resolutely digital bank” that puts people at the heart of customer relations.”

Shooting with his French production company, Tobago Films, Saint-Salvy’s challenge was to deliver a contemporary aesthetic representing differing scenarios whilst shooting the entire commercial on location at the ING Paris office.

Says Saint-Salvy: “I was attracted to the creative. Whilst the comedy was based around a classic misdirect, it gave me the chance to exercise my visual chops and shoot in Paris!”

The commercial has already been selected as editors pick on Adweekly and Adage.

Saint-Salvy is represented locally by production collective //Thirteen & Co. Armand’s showreel can be viewed here.