British filmmaker Henry Dean’s knack for conjuring up immersive cinematic worlds is on full display in his latest creation for trading platform IG. The film combines niche archival and shot footage to build a universe bursting with opportunity, showing how IG gives you ‘more’ beyond your wildest imagination. The striking visuals and intoxicating pacing ignite an empowering sense of expanding horizons that will leave you longing for adventure.

Henry had this to say about the project: “With a script that wasn't super prescriptive over what we see on-screen and a brand that was wanting to push boundaries a little (as much as you can in the world of finance!), this job immediately became a bit of a creative playground. It was all about toeing the line and managing tone; letting our ideas run wild while keeping things grounded. We wanted the spot to be funny but still take itself seriously, playful without being silly, aspirational but not out of reach.

I love the challenge of combining pre-existing licensed footage with scenes we shoot ourselves. We get to craft and maintain a look and feel while including moments in the project that sit well outside what would be achievable on our schedule and budget. As a director who loves playing with form and formats, a job like this sits firmly in my wheelhouse.

I appreciate it whenever a client is willing to take a little bit of a risk. Whether it's with an unexpected joke or some more fashion-forward styling, I really enjoy proving how incredible these risks can be when we make them pay off. Thankfully IG and the whole team at Adam&Eve were on board to let me come in, do my thing, and make the spot pop.”

CREDITS:

Client: IG

Agency: Adam&Eve DDB

Prod Co: Cain&Abel

Creatives: Paul Angus & Ted Heath

Producer: Kiera Brogan

Shoot Producer: Lucy Bell

Director: Henry Dean

DoP: Donny Johnson

Gaffer: Alexander Cullen

Stylist & Art Director: Borys Korban

MUA: Emma Reagan