Boxer’s Igor Borghi Talks Banking

Los Angeles-based Boxer Films director Igor Borghi imagines a more fiscally-concerned Woodstock in the nostalgic new :30 “Woodstock” for ING Direct out of Leo Burnett, Milan. Produced by Milan-based Mercurio Cinematografica for the Italian market, the spot features archival footage from the mind-altering 1969 music festival and a man standing before the crowd of foggy revellers dispensing banking advice. 

 

Borghi manages the seamless intercutting of actual Woodstock footage and present-day green screen material by utilizing an aged 16mm aesthetic. 

 

'Woodstock' opens on festival footage: hippies twirl in front of multi-coloured buses, music lovers entranced by rock legends. Between sets, an Italian man named Marco seizes the onstage microphone: “Don’t hold back. Always ask yourself why? Why do you have to pay bank fees? With ING Direct, I don’t!” he says to much long-haired applause. Encouraged, Marco declares: “It’s a small step, but this is how it starts!” Continued twirling ensues as a super appears” “Take part in the change”, followed by ING Direct Orange Bank Account information and the ING Direct logo closing out the spot. 

 

View ‘Woodstock’ here.

 

Credits

 

CLIENT: ING Direct

TITLE: “Woodstock” :30

AGENCY: Leo Burnett, Milan

EXECUTIVE CREATIVE DIRECTOR: Paolo Dematteis

EXECUTIVE CREATIVE DIRECTOR: Riccardo Robiglio

CREATIVE DIRECTOR: Michele Sechi

COPYWRITER: Claudia Buccheri

COPYWRITER: Giovanni Salvaggio

ART DIRECTOR: Diego Mendozza

ART DIRECTOR: Cristina Terrone

PRODUCTION: Mercurio Cinematografica, Milan

DIRECTOR: Igor Borghi

DIRECTOR OF PHOTOGRAPHY: Manfredo Archinto

PRODUCER: Danielle Jou Jou

EXECUTIVE PRODUCER: Francesco Pistorio

POST PRODUCTION: You Are Milan

EDITOR: Romina Bagatin