BT Financial Group
Smart Move
Brand
ProjectSmart Move
Date
Jan 2021
Description
BT Financial Group’s Smart Move campaign leverages a blend of documentary-style portraiture and commercial photography to explore themes of connection and forward-thinking. Across the series, the visual narrative spans candid domestic interactions and serene coastal settings, utilizing natural light to maintain an authentic, warm aesthetic. Creative direction by Benjamin Gay and photography by Toby Burrows ground the project in a clean, human-centric visual language. Production and styling by Zabrina Wong and Ali Griffiths further define the work, balancing intimate, desaturated office portraits with bright, outdoor compositions to address varied financial planning considerations.
Style
Horizontal, Commercial, Clean
Context
Advertising Campaign
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