John Hancock ‘Cursor’

HILL HOLLIDAY

Directors Mathew Cullen and Mark Kudsi translate the important financial questions into the Digital Age for John Hancock.

The “Cursor” campaign starts with the premise that, in a world of e-mail, text-messaging, and cell phones, the most important financial conversations don’t always take place face-to-face. In this multi-spot campaign created with Hill Holiday, Motion Theory directors Mathew Cullen and Mark Kudsi combined nuanced character performances with a precise choreography of typography, setting, and sound design in order to stir subtle and genuine emotional moments simply with a blinking cursor – the digital equivalent of stunned silence, and a gut-wrenching realization that some part of one’s financial picture is seriously deficient. The single-scene spots, with cinematography by Claudio Miranda, prompt a unique and elegant viewing experience, compelling viewers to read every line. The tension builds through the end, maximizing the impact of the open question represented by the iconic blinking cursor.