This concept was developed for Fidelity Funds Network to highlight the ease and urgency of applying for an ISA before the 5th of April deadline. The campaign needed to communicate not only convenience, but also the ability to apply right up to the final moment.
To express this visually, I used three watches as the foundation each representing the countdown to the deadline. From these, I crafted a detailed close-up composition that captured the tension and precision of last-minute action, reinforcing the message with clarity and impact.
Agency: Saatchi Masius London.
Client: Fidelity.
Creative Director: Ian Otway.
Photography: Michel Groot.
Production/Post-production: Michel Groot.
