Intuit Credit Karma gets a new campaign
Good Times’ Bob Partington brings financial hurdles to life through kinetic installations in new Intuit Credit Karma campaign.
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Filmed across four large sound stages in Mexico City, director Bob Partington draws on his background as a mechanical sculptor and inventor to realise the new campaign for AI-powered personal finance platform Intuit Credit Karma.
Produced by Los Angeles production company Good Times, the ads were created practically through in-camera effects, using minimal CG and no AI.
With prior experience in engineering and fine arts, Partington’s experimental nature lent itself perfectly to the technically complicated shoot. Each spot represents a journey from uncertainty to financial well-being, incorporating a surprising, visually striking transitional element that sparks a “how did they do that?” moment, all while centering the app. All three acts play out in Credit Karma green, presented as interactive sculptural installations whose purpose remains unclear until the users solve the riddle of their designs. The set pieces become comprehensible metaphors that illustrate a way forward towards solving the lifelong puzzle that is personal finances.
“We know people feel overwhelmed by personal finance, so we decided to bring those challenges to life in a tangible way, said Colin Gaul, executive creative director at Intuit Credit Karma. “Using hands-on installations and practical effects, we wanted to create an authentic experience that showed people, not just told them, how Intuit Credit Karma helps them get ahead and manage all of their money. Bob's vision and approach perfectly executed on that simple approach.”
“My love of filmmaking comes from the place of creating an experiential installation and then crafting a film around it,” said Partington. “From there, it developed into the desire to balance that relationship, creating a reciprocal dynamic between the object and the film medium. In other words, creating an object with the film in mind, and then filming with consideration of that object. So, rather than just an art thing in the vacuum of a gallery to be enjoyed by the few, this is the super rare opportunity to create thoughtful art installations and then, through the medium of film, tell an inspired and nuanced Credit Karma brand story. I want to acknowledge Jeff Cronenweth, the director of photography, and Ethan Tobman, our production designer, for truly bringing the vision to reality.”
“This is Bob's third job in Mexico City this year, and it’s a place he loves to work,” said Eric McCasline, co-founder and executive producer at Good Times. “Mexico City has such great crews, and food - we may just have to open an office here.
