Sparkasse Bank: From Brief to Impact
This project showcases key segments of Sparkasse Bank’s Central Management internal campaign. The full film is confidential, so only the intro and outro animations are shown here.
The Challenge
Sparkasse wanted to communicate their 2022 marketing approach to internal stakeholders and investors. They needed a clear, engaging way to showcase how campaigns spanned multiple channels — TV, news, DOOH, social media, and mobile — while highlighting KPIs and unified branding across all touchpoints. The goal was to impress stakeholders, convey strategy, and make complex marketing activity easy to understand.
Strategic Approach
I translated the marketing brief into a visual storytelling solution that balanced pacing, clarity, and engagement. Using moodboards, visual research, and styleframes, I mapped how the story would flow across multiple formats. Previz animations allowed stakeholders to see iterations early, align expectations, and provide timely feedback.
Workflow & Collaboration Approach
Working closely with the marketing team and managers, I implemented a vertical-slicing Agile workflow: each slice of animation offered a complete, self-contained experience with sound, motion, and transitions. This allowed for faster iterations, clearer feedback, and a smoother creative process. All visuals were aligned with Sparkasse’s CI and design system, ensuring consistency across touchpoints.
Execution
I oversaw the pace, transitions, and narrative flow from one touchpoint to another — TV to news, social, mobile, and web — making sure it was informative without feeling slow, and engaging without being overwhelming. The 3D intro and outro animation (first 23 seconds) provided a strong, polished visual identity, while the editing reel tied together all touchpoints in a cohesive, compelling presentation.
Impact
The showreel successfully impressed stakeholders and investors, clearly communicating Sparkasse’s marketing strategy and unified brand presence. The positive reception led to further collaboration with the marketing team for subsequent projects, demonstrating the value of strategic, motion-driven storytelling in internal communications.
CREATIVE + DESIGN + DIRECTION
Mahmoud Golshanirad
Client:
Sparkasse Bank
Year
2023
