Art Direction of 'Minna Bank' TVCM Campaign

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

Overview

  • Led creative strategy and art direction for TVCM campaign and digital assets, ensuring cohesive brand experience across platforms.

  • Developed commercial strategy to enhance brand awareness and drive customer engagement with Minna Bank.

Challenge & Approach

  • Identified insufficient emotional engagement in previous campaigns.

  • Shifted from branded illustrations to real-life models for more authentic brand presence.

  • Created visual narrative aligned with users' everyday experiences, reinforcing trust and app usability.

Result

  • 250% increase in organic MoM traffic through multi-platform distribution.

  • 300% surge in App Store searches and downloads.

  • 80% brand recall among new customers post-launch.

  • Contributed to 800,000–1.5 million new account openings within three months.

  • Executed three nationwide two-week broadcast campaigns across Japan, optimizing audience reach and market penetration.

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)