The “Cursor” campaign starts with the premise that, in a world of email, text-messaging and cell phones, the most important financial conversations don’t always take place face-to-face. In this multi-spot campaign created with Hill Holiday and Motion Theory directors Mathew Cullen and Mark Kudsi, nuanced character performances are combined with a precise choreography of typography, setting and sound design. The spots stir subtle and genuine emotional moments simply with a blinking cursor—the digital equivalent of stunned silence, and a gut-wrenching realization that some part of one’s financial picture is seriously deficient. With cinematography by Claudio Miranda, the single-scene spots prompt a unique and elegant viewing experience, compelling viewers to read every line. The tension builds through the end, maximizing the impact of the open question represented by the iconic blinking cursor. 

An elegant treatment of a mundane communication medium. The familiarity of the settings and the mode of communication set you up nicely for a rather sobering message.