TVCM Transition from Illustration to Live Action

Role: Senior Art Director, Minna no Ginko | Agency: ADK | Post-production: T&E

Situation / Challenge

  • Year 1: Illustration-led ads missed recognition targets.

  • Insight: Gen Z found weak empathy without real app use.

  • Task: shift to live action, keep brand identity, ensure authenticity.

Action

  • Proposed pivot: live personas using the app.

  • Storyboards designed for natural usage scenes, not acting.

  • Integrated real UI into shots for credibility.

  • Directed details—gesture speed, expressions, screen timing.

  • Ensured consistency from storyboard → shoot → edit.

Result

  • Accounts grew 300K → 1.5M; recognition hit 80% nationwide.

  • Feedback: “Feels real, makes me want to try the app.”

Insight

  • Art Director = adapt methods to brand growth stage.

  • Success came from hypothesis-driven, end-to-end direction, balancing brand essence with new expression.

Main Video - Omnibus
Final video clip

TVCM - Box
Storyboard & Final video clip

TVCM - Debit Card
Storyboard & Final video clip

TVCM - Record
Storyboard & Final video clip

AD: Doh Kim (Design Group, Minna Bank)