Challenge
Late in the process our team was asked to produce a sizzle video for Deutsche Bank as part of a pitch. The brand had reputation challenges, and there was pressure to shift perceptions to show a financial institution that is modern, tech-savvy, and future-facing. My task was to help the pitch stand out visually and change the narrative.
Approach
I began with deep research into Deutsche Bank: their history, recent critiques, public perception, technology initiatives like blockchain and AI, and their aspirations. I built mood boards to map out visual tone and color, tying together innovation, legacy, and energy. Brainstorming sessions with the creative director helped define the voice: fast, edgy, hopeful. From there I selected video clips, graphic overlays, and visual cues that could signal both the weight of tradition (150+ years) and a youthful forward motion.
Execution
The sizzle video came together quickly. I sourced high-impact video content aligned with the script: fast shots of technology, coding, architectural visual cues, and brand assets. I designed visual transitions, overlays, and pacing to keep momentum high. I layered in brand color treatments, typography that felt contemporary while respecting Deutsche Bank’s existing style, and motion work that echoed tech-themes without feeling cold. I worked iteratively, receiving feedback from the creative director and refining the video for polish.
Outcomes
Though the pitch did not move forward, the video became a standout piece internally. It served as the backbone of the pitch deck and was praised by teammates and leadership for raising expectations around what Deutsche Bank could feel like visually. It sharpened our team’s confidence in producing work that bridges legacy institutions and contemporary emotion. It also expanded my own capabilities in video storytelling, speed editing, and brand-driven narrative visuals.
Next Steps & Insights
This project reinforced how critical perception is when designing for brands with mixed reputations. Early research, storytelling alignment, and selecting visuals that both humanize and future-proof the message are essential. I learned that speed in iteration must be matched with clarity in branding decisions so tone doesn’t drift. Next time, I’d build in even more motion pre-tests to make transitions smoother and explore ways to repurpose video assets for social clips and digital touchpoints.