APS Campaign

A campaign with five commercials for APS bank

Earlier this year, a marketing agency approached us to create an ad campaign for APS Bank. The brief was to produce four distinct commercials, each 30 seconds long, with a fifth one that would tie them together by having all the characters deliver the same message. The goal was to highlight how APS Bank helps individuals achieve their dreams and goals. While the project was well thought out from a conceptual standpoint, we were sold on how fun and creative the campaign promised to be.

With four entirely different commercials to shoot, the importance of pre-production couldn’t be overstated. We had only five days to film everything, which meant precision planning was critical to stay on schedule. From securing specific props that required weeks of advance notice to managing multiple costumes across various shoots, we knew there was no room for improvisation. Thankfully, this kind of challenge is exactly what we’re used to. Despite the complex logistics, everything ran smoothly.

Speaking of improvisation, though, the weather wasn’t as cooperative. The agency envisioned one of the commercials with a Norwegian coastal atmosphere, but Malta, being Malta, had other ideas. On the sunniest day in January, we shot the scenes in a way that minimized any tell-tale signs of the warm climate. We later dedicated extra effort to colour grading, making the scenes appear colder. In contrast, when it came time to shoot the Padel scenes, the sun vanished, leaving us with an overcast sky we hadn’t anticipated. We adjusted on the fly, framing shots to avoid capturing too much of the dull sky.

The client wanted these commercials to carry a clear message: APS Bank is there to support individuals as they pursue their dreams. When we’re entrusted with delivering a message like this, we don’t just focus on well-composed shots. We aim to tell a story with our visuals, using everything from camera movements and angles to character placement, ensuring the client’s message resonates with the audience.

Take, for example, the food truck commercial. While the couple smiles throughout the entire ad, you can feel the moment their lives change. Initially framed against a grey backdrop wearing aprons, they are later shown in a beautifully lit room, dressed in professional attire. The subtle shift conveys that their lives have been upgraded, even though their expressions remain unchanged. It’s these small details that make the message land with impact.

This revision tightens the language, enhances readability, and clarifies certain sections for better flow.