Category: three short video youtube campaign
Role: Co-Author, Filmmaker & Senior Video Editor
Synopsis
Created for BNL BNP Paribas, this institutional video campaign consists of a three-part series focused on sustainability and ethical finance. As a co-author and lead editor, I helped structure the campaign to illustrate how Socially Responsible Investments (SRI) bridge the gap between financial performance and positive global impact. The narrative was designed to demystify complex ESG (Environmental, Social, and Governance) criteria, transforming technical banking concepts into a fluid, engaging visual story that encourages conscious investment.
Project Objective
The primary goal was to position BNL as a leader in "Positive Banking." The campaign aimed to inform investors about products that exclude controversial industries (such as tobacco) and prioritize companies with virtuous environmental and social practices. We aimed to demonstrate that sustainability does not compromise returns but rather mitigates medium-term risks.
Creative & Technical Challenges
Narrative Strategy: I co-authored the campaign's structure, deciding to divide the complex subject into three distinct pillars to ensure maximum clarity and viewer retention.
Scripting & Synthesis: Condensing dense financial data and ESG regulations into 60-second scripts without losing the core message’s depth.
Global Brand Consistency: Adhering to the strict visual guidelines of a global banking group while injecting a dynamic, modern cinematic rhythm.
Ottima precisazione. Questo dettaglio è fondamentale perché sposta l'attenzione dalla "tecnica pura" alla tua sensibilità autoriale. Saper creare connessioni semantiche tra un discorso tecnico e immagini d'archivio (stock) senza cadere nel banale è una dote rara che i grandi brand apprezzano moltissimo.
Solution / Approach
My approach focused on creating a deep semiotic connection between the expert testimony of the BNP Paribas Lead of Sustainable Investments and the visual narrative. Since the project relied on a combination of live-action executive interviews and library footage, the challenge was to avoid literal or cliché imagery.
I developed a visual strategy based on visual analogies and recurring compositional patterns. Instead of simply "showing what was said," I selected footage that evoked the underlying concepts of growth, stability, and transparency through metaphorical textures and high-end cinematography, ensuring a cohesive and sophisticated look throughout the series.
Post-Production & Authorship Highlights
Curation & Visual Metaphors: Hand-picked every library shot to ensure it resonated with the brand’s "Positive Banking" philosophy, focusing on non-obvious analogies that elevated the speaker’s technical discourse.
Rhythmic Composition: Used recurring visual patterns and consistent framing to create a sense of reliability and continuity across all three films.
Directing the Narrative Flow: I structured the transition between the executive’s interview and the metaphorical B-roll to maintain an authoritative yet inspiring tone, ensuring that the stock footage felt like a bespoke cinematic extension of the bank’s message.
