First Citizens, our founding client, has long been known as a bank that puts a real premium on building long-term relationships with its customers. If you talk to those customers, you’ll hear great stories about the help First Citizens bankers and other associates give above and beyond expectations and the friendliness, warmth and respect the brand delivers year in, year out.
In 2017, we decided to put First Citizens’ greatest asset at the heart of their advertising. That would be those associates. Our approach? Don’t put any words in their mouths. Instead, let them share what they think is special about the way they and their colleagues keep First Citizens’ Forever First promise on a daily basis.
Unscripted, authentic, from the heart.
We’ve done three waves in this campaign so far. And have had the privilege of working with two excellent directors who brought along deep experience in documentary-style advertising: Errol Morris (yes, that Errol Morris) and Jonathan Yi. Two directors, two different ways of digging into the memories and feelings of their subjects . . . and a body of work we think brings you into the heart of the First Citizens brand.
Also working on this campaign have been editors Igor Kovalik and Charlene Dwyer. And, as always, our friends at Ron Rose Milagro who handled all sound mixing (Russ Fitzpatrick) and final post work (Christiaan Meyer) to make the film sound and look its best.