AMP has launched a week long TVC rebranding exercise called Possibilities from Banjo and Resolution.

The spare, stylised graphics drive the 90 second spot utilising a varied palette of design imagery, 2D and 3D graphics and hand crafted typography.

The campaign aims to highlight AMP's lending history and commitment to realising the most visionary ideas, from the city's first skyscraper to a couple's first home and that any vision, big or small is achievable.
Two specialist, award-winning typographers, Sydney-based Luca Ionescu and newly discovered Tokyo-based Ant Hayes, were engaged to join the team for the duration of the eight week project as well as a team of high-end 2D and 3D designers.

Resolution’s creative director Tim Dyroff said their goal was a high level of photo-realism on a minimalist background.

“We styled certain type to feel like the material translation of the words and in this instance
created a universe of infinite and expanding connections to visually represent the meaning of
‘possibilities’ along with light reflecting off a crystal to represent the word ‘wonder’,” he said.

“We went for an un-corporate execution grounded in the art space to create a
tone that is ultimately a great fit for the AMP brand.”

You can see the TVC here.

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