Created by DAVID and produced by O2, the campaign uses AI to perform lip-syncing.
He is a global artist, known in the country and still “speaks” Portuguese like an authentic Brazilian, this is Will Smith. The actor was chosen by fintech Brazilian Nomad to represent the brand in the campaign that has just debuted in the country and will be on air for the next few months. The combination of AI and language play shows how Nomad makes life easier for Brazilians abroad, breaking down access barriers around the world and offering several intuitive and easy-to-use financial products, each for a different need.
In the film, Will Smith surprises everyone by “speaking” Portuguese using an artificial intelligence technique. The star explains that Nomad is an international account that has no borders.
“With it, you can invest abroad without leaving Brazil. No fees, easily, directly through the app. Your assets are protected and earning interest in dollars, in the world’s largest economy,” explains the actor.
Powered by AI, Smith also plays around with other languages like Spanish, French and Japanese, showing that Nomad is the ideal solution for global travelers.
With the creation of DAVIDproduced by O2 and directed by César Charlone (who also worked in the same position in “Cidade de Deus”, a national film that was acclaimed worldwide), the campaign features a 45-second film, with several versions, as its central piece. The media plan includes broadcasting on pay and open TV; streamingdigital and social media; OOH, app, among other media.
“Regarding the use of AI in the ad, we developed a new post-production structure, reversing some steps of the process. We corrected the color of the film before processing the dubbing, to ensure that the lip synchronization done by artificial intelligence could work. These new tools will make us rethink many of our conventional processes and, without a doubt, the Nomad campaign is a game changer in the post-production aspect, here at O2”, says Paulinho Caruso, director of the campaign spot.
The institutional campaign endorses Nomad’s new moment as the brand with the most complete solution for the international financial life of Brazilians. fintech Nomad Inc. was created in 2019 with the aim of offering international financial solutions for travel, such as a dollar checking account, international remittances and a debit card accepted in more than 180 countries. Since then, Nomad has significantly expanded its portfolio of investment services and offers several, such as selected funds, fixed income, ETFs and REITs for clients interested in dollarizing part of their investments as a diversification and protection strategy.
“Our choice to partner with Will Smith was aimed at consolidating Nomad’s robustness as a solid brand in the category. Furthermore, it places it on a par with large companies that use international celebrities in their campaigns,” explains Nomad’s Marketing Director, Thais Souza Nicolau.
In addition to starring in Nomad’s institutional campaign, Will Smith has a very close relationship with Brazil: the actor is one of the stars of the film ‘Bad Boys: Until the End’, released in Brazil on June 6, which has the country as the second biggest box office in the world.
“I love Brazil! I took the opportunity to work with Nomad to strengthen my connection with the country. I deeply identify with Nomad’s mission to improve the international financial lives of Brazilians in the United States and around the world,” says American star Will Smith.
Thinking about Brazilian professionals who work remotely for companies abroad, in 2022 Nomad acquired Husky, an international transfer startup that facilitates payments for Brazilians who work abroad. Recognized for offering a secure and robust solution that is, at the same time, easy to use, agile and transparent for these users, the services provided by Husky are also available to all Nomad customers.
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Datasheet
Agency: DAVID
Client: Nomad
Campaign: Will No Subtitles
Product: Institutional
Partner and Global CCO: Pancho Cassis
COO Global: Sylvia Panic
ECD: Rogerio Chaves, Fabricio Pretto, Marie Julie
Creation director: Fabio Natan
Editor: Daniel Trimer
Art director: Guto Merino
Art assistant: Jeff Iago
Account: Tom Gil, Valeria Ordonhez, Renan Borges, Thayna Cruz, Victoria Santos
Production: Fernanda Peixoto, Ana Marques, Mariana Marinho, Leticia Brito
Final art: Victor Leaf
Comments: Ava Silva
Strategy: Carolina Silva
Media: Beatriz Ribeiro, Yuri Bohn, Mikaelen Oliveira, Bruna Vieira
Innovation and Technology: Toni Ferreira
Social media: Barbara Bueno, Marcelo Reis, Carol Caxeta, Ully Correa, Luiza Moraes
Data Intelligence: Fabio Baldo, Favio Ribeiro
Global Director of Public Relations: Sandra Sour
Customer approval: Thais Nicolau, Natalie Bursztyn, Danielle Excel, Jessica Lago, Victoria Almirante, Victoria Kennedy, Rosario Romay
Film Producer: O2 Films
Direction: Paulo Caruso
Executive Production Director: Flavia Zanini
Executive assistant: Team Fuji
Director of Customer Service: Rejane Bicca
Post-Service: Breno Yachts
Cinematography: Caesar Charlone
Production Director: John Barreiro
Assistant director: Kaka Goncalves
Post production – O2 Post
General Manager of Post Production: Lucas Maia
Post production coordination: Mariana Falcao and Henrique Gomes
Finisher: Happy Rose
Assembler: Paul of Barros
Color: Luciano Seal
A.I: Thomas Frenk
Costume Producer: Fawn Boardley
Hairdresser: Pierce Austin
Makeup artist: Judy Murdock
Still Photographer: Alan Silfen
Audio Production: HEFTY
Producer: Edu Luke, Cris Botarelli, Otavio Cavalheiro, Bruno Camara, Celso Moretti, Tuco Barini, Renan Marques
Service: Debora Carvalho, Thais Gazoli, Ana Peluzo
Coordination: Larissa Durante, Fabi Lugli
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