To strengthen the personal connection between ING Intermediair Zakelijk and business clients, ING wanted to introduce its regional intermediary teams in a way that felt approachable, local, and human. The result was a series of eight regional videos, supported by one overarching brand film.

Challenge:
The biggest challenge was creating a consistent campaign that still felt authentic to each individual region. Every video needed to showcase a different intermediary while maintaining a unified visual identity, requiring careful coordination across multiple locations, stakeholders, and production days.

Key decision:
Instead of filming every intermediary in a generic office environment, I developed a concept centered around their own city. Each intermediary was filmed walking through familiar local surroundings alongside a client, creating immediate recognition and a more personal connection. These live-action scenes were combined with concise animations of the ING client portal to clearly communicate the service offering.

My role:
As freelance producer, I led the project from concept to delivery. I developed the creative concept, managed the freelance production team, planned and coordinated shoots across all eight regions, managed communication with internal stakeholders, regional intermediary teams, voice-over talent, and supporting actors, and directed every shoot on location to ensure a consistent creative vision throughout the series.