Titolo | Escalator |
Agenzia | Publicis New York |
Campagna | Escalator |
Cliente | Citibank |
Marca | Citi |
Data di Prima Diffusione/Publicazione | 2022 / 3 |
Settore | Istituti di Credito |
Filosofia | Created by Publicis NY, dance and music are what turn a mundane walk to work into a powerful statement: throw an obstacle in a woman's way and she will find the means to surmount it. Driven by the pulsing Xenia Pax track “We Run It,” the spot opens on a young professional in vibrant clothing approaching the bottom of a set of escalators, with the ascending one being out of order. After a beat, our hero leaps into a sprint moving up the downward staircase. As she dashes upward, her dancing feels improvised, fluid yet explosive, as if she must figure out in that very moment how to overcome struggle and triumph, whether it be an inconvenient escalator or daily bias. A creative force to be reckoned with, Nicolina’s background in the music video world translates through the aliveness of the camera. The mixture of angles captures the relentless energy and grit of the performance as the woman resorts to some unconventional moves to make it to the top. Finding the hero dancer was a thorough process, with Nicolina citing it as the most important decision to be made. The Publicis NY team had a clear idea of what qualities they were seeking in the role and entrusted Nicolina’s vision and input as they began casting. A stylized and impactful metaphor expresses the power of women to overcome and achieve, the dance powerfully illustrates the empowerment that Citi’s support brings to women around the world. |
Tipo di Media | Televisione |
Lunghezza | |
Interim Chief Marketing Officer | Tina Davis |
SVP, Global Advertising | Martha Foster |
SVP, Global Advertising | Gregory Lewis |
VP, Global Advertising | Oury Tamboura |
Chief Creative Officer | Erica Roberts |
Executive Creative Director | Robert Clifton Jr. |
Creative Director | Kim Davies |
Associate Creative Director, Art | Deanna Solis |
Associate Creative Director, Copy | Chloe Grindle |
Senior Copywriter | Caroline Monday |
Director, Integrated Production | Tim LeGallo |
Senior Producer | Rachel Tierney |
SVP, Group Business Director | Megan O’Grady |
SVP, Group Account Director | Michelle Unverzagt |
Account Director | Jorge Rivadeneyra |
Casa di Produzione | BR·F |
Director | Nicolina Knapp |
Producer | Sophie Brooks |
Direttore della fotografia | Sophie Olsson |
Choreography | Coral Dolphin |
Executive Producer | Michael McQuhae |
Talent | Belen Leroux |