Overview
The idea
Old funds are weight you carry. New funds are freedom. The whole campaign is that single contrast, made physical.
Execution
A man hauling a boulder uphill and dragging a chain through a bleak field, cut against a woman walking free through lavender and a man at the helm of a boat. Bold type over the top: OLD FUND / NEW FUND. No dialogue, no explanation.
The rest of the set
Character studies — financial data reflected in glasses, warm light against cold — and a title reveal in a dark architectural interior.
5 films
OLD FUND / NEW FUND
The core comparison spot — the strongest single concept in the library.
OLD FUNDS title reveal
Slow push through a dark interior to the title card.
Analyst, warm
Financial dashboards reflected in glasses, warm office light.
Analyst, cold
The contrast pair — trading terminals, colder grade.
The corridor
Suited figure at the end of an orange-lit corridor.