Making It Move
The idea for this spec ad started when I saw a poster in a Lloyds branch featuring a guilty dog and a crushed credit card. The "zero drama" messaging was so clean that I couldn't stop thinking about how it would translate to screen. To figure it out, I went back to the Cancara philosophy established by Wolff Olins for the latest rebrand.
I started by drawing out storyboards to act as my North Star for the timing and feel. Once the sequence was locked, I illustrated the individual components and moved into After Effects to animate and composite each layer. This wasn't about changing the identity but exploring a new angle of how their branding can live through motion.
The Result
Posting this was a bit of an experiment, but seeing it resonate was the best part. It ended up pulling in a lot of eyes and even led to some great conversations with senior creatives at Lloyds who reached out to connect.
More than anything, this project taught me that you don’t always need a complex brief to make something impactful. It was just a way for me to see if a simple, still image could be turned into something fun and engaging through motion. It’s been a cool reminder that sticking to the fundamentals and following a bit of curiosity can lead to some pretty significant connections.
