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Being mobile

A mobile first TV commercial directed by Henk Loorbach for ING Bank and JWT Amsterdam

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A scene with a young woman jogging in the park quickly moves to a look at her smartphone’s homescreen: from a video call with her little cousin to a clever succession of e-mail, Facebook, Instagram, WhatsApp, Snapchat and Twitter feeds and notifications. There’s even a little Pokémon Go action. The spot posits ING as the most mobile bank in the Netherlands, with its mobile phone payments, money transfers and bill splitting features.

Client
ING
Agency
JWT Amsterdam
Creative directors
Maarten Vrouwes, Friso Ludenhoff
Concept
Chris Sant, Dieuwer Bulthuis
.
Mark Peeters, Robert Nelk
Director
Henk Loorbach
Cinematograpger
Marc de Meijer
VFX
Hectic Electric & Circus Family
Sound design
Studio Alfred Klaassen
Producer
Yvonne Knook

To stress ING’s mobile message, director Henk Loorbach filmed a (surprisingly, in this day and age) rare vertical commercial. It plays best on a smartphone screen, but was also broadcast on television in this format—with black bars on each side. A fan of Instagram’s square images (follow his account at @henkloorbach!), Henk is not an aspect ratio purist and was happy to try the vertical format. Filming with a tilted camera proved to be too much hassle, however, and so he shot the ten-plus short scenes the old fashioned way.

Director
Henk Loorbach
Agency
J. Walter Thompson Amsterdam
Client
ING Bank