E*TRADE: Vision

ETrade – ETRADE: Vision

Credits

Agency R/GA
Production Company Brand New School

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Credits

Agency R/GA
Production Company Brand New School
Grade Company 3 New York
Editor Eric Wais
Director of Photography Claudio Miranda
Art Director Jeffrey Welk
Art Director Andres Rivera
Art Director Jordan Lyle

Executive Creative Director
Executive Producer Kat Friis
Executive Producer Jeff Skutnick
Managing Director Michael Stoopack
Managing Director Devin Brook
Head of Production Julie Shevach
Director Jonathan Notaro
Producer Lucas Dennison

Producer Greg Heffron
Producer Johnna MacArthur
Creative Director Erik Tell
Creative Director Marie Ronn
VFX Supervisor Bryant Reif
VFX Supervisor Mark French
Colourist Tim Masick
Production Designer Jeremy Reed

[group] Creative Director Paul Dery
Music Tom Rowlands

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R/GA create a head-shifting (literally) optical illusion for trading platform E*TRADE in two new TV ads.

For Vision and Power, production company Brand New School have assembled a team including director Jonathan Notaro and Oscar-winning cinematopgrapher Claudio Miranda. Although Miranda's awards was for the CGI-heavy Life of Pi, in the two ads there is a mastery of practical effects, with the central idea of a camera moving to unveil that the first image we see is hiding another image being created using 1500 ft of wood and 217 hand-made props.

In Vision (above), a man's face shift to turn into the E*TRADE platform, while in Power (which can be seen below,) the platform becomes a stock trading floor.

For those desperate to know how they pulled off the remarkable illusion, tha brand have also had a behind the scenes vid made which goes deeper into the complex practical effects and prop-making mastery: