Creativity

Optical Illusions Lend a Fresh Perspective to Trading in These Etrade Ads

Spots by R/GA Were Shot in a Single Take

By Alexandra Jardine. Published on Feb 27, 2017

Editor's Pick

If you're a fan of optical illusions, you'll appreciate a new campaign from Etrade that uses them to "lend a new perspective" to the world of trading.

The spots, by R/GA and production company Brand New School, were shot in a single take and change the angle and position of the camera to reveal another picture: for example, in one, seen here, a man's face changes into a customized Etrade interface, while in another, a computer screen becomes a trading floor. They conclude with the tagline. "It's your trade. Etrade."

Both spots are set to music composed by Tom Rowlands of the Chemical Brothers. Brand New School and director Jonathan Notaro shot them in a a 10,000 square foot warehouse and used 1553 feet of lumber, 87 gallons of paint and 217 hand-made props.

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Credits

Date
Feb 27, 2017
Agency:
R/GA
Client:
ETrade
SVP Executive Creative Director:
Jay Zasa
Executive Group Director:
Paul Dery
Creative Director:
Marie Ronn
Managing Director:
Michael Stoopack
Creative Director:
Erik Tell
Executive Production Director:
Kat Friis
Executive Campaign Producer:
Jeff Skutnik
Account Supervisor:
James Hogan
Campaign Producer:
Lucas Dennison
Senior Content Producer:
Chris Ott
Production Company:
Brand New School
Director:
Jonathan Notaro
Managing Partner:
Devin Brook
VFX Supervisor/Lead Flame:
Mark French
VFX Supervisor/Lead Flame:
Bryant Reif
Flame Artist:
Kirk Balden
Flame Artist:
Greg Cutler
Art Director:
Jeffery Welk
Art Director:
Andres Rivera
Art Director:
Jordan Lyle
Technical Director:
Dan Bradham
Modeler:
Scott Denton
Concept Artist:
Carlos Ancalmo
Editor:
Eric Wais
Assistant Editor:
Tyler Byrnes
Head of Production:
Julie Shevach
Producer:
Greg Heffron
Producer:
Johnna MacArthur
Cinematographer:
Claudia Miranda
Color:
Company 3
Colorist:
Tim Masick

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