Refreshing, By Design
Aerial motion design that turns wordplay into premium financial creative
The brief called for a visual pun sturdy enough to carry two different financial messages, so we built the entire concept around a single word doing double duty: refreshing. Rather than illustrate that literally, we constructed a real aerial pool scene, complete with tiled Avant branding sunk into the pool floor, so the water itself became the medium for the message. The wordplay works because it's earned visually first and read second, the viewer sees a beautiful pool before they register the pun.
Water needed to feel alive without competing with the copy, so we treated the ripple and drift as a slow, ambient loop rather than an attention-grabbing effect. The floating pool ring and, in the card variant, a chip resting on the surface, were placed to wander naturally across the frame over the 18-second loop, giving the eye somewhere new to land on each rewatch without ever disrupting the legibility of the headline above. That's a deliberate restraint: financial messaging needs to be readable at a glance, so the motion had to support attention, not fight for it.
Building both variants from the same pool environment let us test two distinct value propositions, loan rates and acceptance rates, without duplicating production effort. One base asset, two messages, both delivered through a visual metaphor that feels premium rather than gimmicky. The looping structure also made the piece equally viable as a paid social asset or an ambient on-site loop, extending its usefulness well past a single placement.
