Credit Union Slows Time and Cherishes the Moment in ‘For You. Not Profit’

The Irish League of Credit Unions (ILCU) has slowed down time with the help of marketing communications company Core, and production company Rubberduck in its new spot, ‘For You. Not Profit’. The commercial is the latest iteration of the brand’s ‘For You. Not Profit’ platform, celebrating ILCU’s heritage and its role in the lives of Irish people.

Above: Credit Union 'For You. Not Profit’

Directed by Rubberduck duo B+C, composed of Ben Colwell and Conor Ryan, the film pans through a series of special family moments enhanced by the support of the ILCU, whether it’s securing their home, their future, or their today.

Above (left to right): Conor Ryan and Ben Colwell of director duo B+C

When filming, the main challenge came in the form of slowing down time while preserving a natural sense of fluidity between key scenes. Rubberduck used the Bolt JR+ – becoming one of the first production companies to have used the robot arm on a live action commercial in Ireland – as well as a Phantom VEO, enabling the team to move the camera at high speeds while capturing stunning slow motion footage.

Shooting at over 1000 frames per second necessitated careful consideration of every element, from actor blocking, to camera movement, to lighting – requiring more light than modern LED setups could provide, pushing the Rubberduck team to use classic HMI/Tungsten lighting. In total, the mammoth production involved 94 wardrobe options, 78 cast and crew, 15 storyboards, 3 on-set dogs, and a whopping 41 edit versions.

Above: Behind the scenes of the spot

Conor Ryan, part of directing duo B+C at Rubberduck, comments, “I feel this project leaned into Ben's and my directing style – technical yet warm and charismatic. The shoot presented numerous challenges for Ben and I, such as directing really precise performances and beats from our cast while maintaining the authentic, organic moments that define everyday family life, a crucial element to this campaign.”

Ignas Laugalis, DOP, adds, “When Conor and Ben approached me about a Credit Union ad, I expected to capture typical family moments, but the treatment changed that. It was my first experience with the Bolt Junior and Phantom 4K combo, which, despite its potential, we used conservatively to ensure beautiful, timeless frames without over-stylisation. Our extensive planning paid off, especially during the garden scene where slow-motion bubbles created a magical moment for everyone watching playback. This project was a tremendous learning experience, and I’m grateful to Ben and Conor for the opportunity.”