John Hancock ‘When We’
Motion Theory helps John Hancock make an emotional connection in the Digital Age.
Teaming up with Hill Holliday for the second installment of the John Hancock 'Cursor' campaign, Motion Theory directors Mathew Cullen and Mark Kudsi led a team of artists to produce the perfect choreography of typography, setting, actor performance, and sound design to represent the moment in which a person is hit with the full realization that they need to make significant financial planning changes. This dramatic moment is represented entirely with a blinking cursor – the digital equivalent of stunned silence. Each of the three spots are simple, slice-of-life images full of drama and contemplation that emotionally connect with the viewer from start to finish without one spoken word.