Move Financially Forward

Personal loan and credit brands rarely make brand films. The category runs on direct-response creative: a card in frame, a rate visible, a "check your rate" button, all doing their work in the first three seconds. There's a reason for that, these types of products are a considered purchase and paid social has to earn an application at speed. But it also means the category almost rarely gets to build brand at the emotional level, and the ads in it end up sounding roughly the same.

We wanted to make a set of pieces that behaved like films instead of ads. So the brief was to strip everything these ads usually lead with. No CTAs, no rates, no card in frame for most of the runtime. Just tightly-shot scenes from real life and a tagline at the end.

The line the films land on is "Move Financially Forward." That's what the films are about. The card is what makes it possible, but the card isn't the subject.

The set is a series of films across different moments in a customer's life. A young couple in outdoor light. A couple on a beach at sunset. A family with two young children. Each film runs on its own, and together they cover a broad slice of who Avant is actually lending to.

The motion is quiet. Slow, subtle camera moves and some handheld shots. The kind of camera work that lets the moment do the carrying. The colour is warm without being over-lit, and the Avant logo and tagline land at the end in the brand's own typeface.

Each film is aimed at a different audience. The couples work across markets, the family is built for a slightly older audience, where loans tend to go on home, kids and life admin rather than travel or starter milestones.

The card only shows up once across the whole set, briefly. That was on purpose. If the film has done its job the viewer is already thinking about their own version of moving forward before the card appears. The card is confirmation, not persuasion.