SPDRs — Sector ETF
Across several years, PlusOne collaborated with SB&A on campaigns for Sector SPDRs. State Street ETFs offering targeted exposure to individual sectors of the S&P 500.
SB&A developed the creative and media strategy, while PlusOne translated the ideas into short, highly visual motion pieces.
Courtesy of State Street
My involvement spanned three campaign iterations, from visual and motion development to final production.
Campaign — 2024
The 2024 campaign focused on the companies within each sector ETF, connecting individual stocks to the broader sectors they belong to.
The visual language evolved toward mechanical systems, kinetics and physical cause-and-effect.
Selected Spots
Process
As a studio, we researched mechanical behaviours and motion systems as the foundation for the campaign.
My role covered both motion and visual development. I prototyped animation systems and mechanical behaviours, several of which made their way into the final films, while also shaping the materiality and overall look through style frames and look development.
I then carried a number of scenes through production, working across animation, shading, lighting and rendering through to final outputs for compositing.
Campaign — 2022
The 2022 campaign used a more abstract visual language to communicate different investment strategies through fast-paced, tactile mixed-media worlds.
Selected Spot
Process
Working closely with the creative direction and storyboards, I built and animated several scenes across the campaign.
A major part of my work was material development. I created a library of more than 60 material studies and developed the shading, lighting and rendering treatment needed to keep the visuals tactile and readable at a very fast pace.
Campaign — 2023
This campaign extended a visual world PlusOne created already way before I joined them.
The films used physical 3D imagery and typography to show how broader market indicators can influence entire sectors.
Selected Spots
Process
My role was to extend the existing system for a new set of adaptations while keeping them visually consistent with the original campaign.
I developed new shots, handled lighting and rendering, refined compositions for copy legibility and introduced luminous glass elements to visualise the flow of data through the scenes.
Studio
PlusOne
Credits
Full Credits — PlusOne Amsterdam
Client
SB&A for State Street
Contribution
Visual & Motion Development
Animation Systems & Prototyping
Shading, Lighting & Rendering
