Los Angeles-based Boxer Films director Igor Borghi imagines a more fiscally-concerned Woodstock in the nostalgic new :30 “Woodstock” for ING Direct out of Leo Burnett, Milan. Produced by Milan-based Mercurio Cinematografica for the Italian market, the spot features archival footage from the mind-altering 1969 music festival and a man standing before the crowd of foggy revelers dispensing banking advice.

Borghi manages the seamless intercutting of actual Woodstock footage and present-day green screen material by utilizing an aged 16mm aesthetic.

“Woodstock” opens on festival footage: hippies twirl in front of multicolored buses, music lovers entranced by rock legends. Between sets, an Italian man named Marco seizes the onstage mic, “Don’t hold back. Always ask yourself why? Why do you have to pay bank fees? With ING Direct, I don’t!,” he says to much long-haired applause. Encouraged, Marco declares, “It’s a small step, but this is how it starts!” Continued twirling ensues as a super appears, “Take part in the change,” followed by ING Direct Orange Bank Account information and the ING Direct logo closing out the spot.

About Boxer

Comprised of award-winning filmmakers, shooters, cutters and development minds, LA-based Boxer Films is an ideas machine where collaboration is king. Since 1999, Boxer has delivered with this as its credo, continually breaking new ground in branded content, interactive and broadcast. Founder/EP John Clark, EP Beth George and EP John Barreiro have fostered a results-driven, family-like creative culture that makes Boxer the ideal creative partner in any quest for exceptional storytelling.

Boxer director Rodrigo Garcia Saiz received two 2012 Cannes Lions for his original campaign for Gandhi Bookstores and a 2011 Cannes Gold Lion for his AMIS :30, “Office” and Boxer director Jim Zoolalian’s 14-minute short film “Miracle” recently took home a Coup de Coeur at the 64th Cannes International Film Festival.

Credits:

CLIENT: ING Direct
TITLE: “Woodstock” :30
AGENCY: Leo Burnett, Milan
EXECUTIVE CREATIVE DIRECTOR: Paolo Dematteis
EXECUTIVE CREATIVE DIRECTOR: Riccardo Robiglio
CREATIVE DIRECTOR: Michele Sechi
COPYWRITER: Claudia Buccheri
COPYWRITER: Giovanni Salvaggio
ART DIRECTOR: Diego Mendozza
ART DIRECTOR: Cristina Terrone
PRODUCTION: Mercurio Cinematografica, Milan
DIRECTOR: Igor Borghi
DIRECTOR OF PHOTOGRAPHY: Manfredo Archinto
PRODUCER: Danielle Jou Jou
EXECUTIVE PRODUCER: Francesco Pistorio
POST PRODUCTION: You Are Milan
EDITOR: Romina Bagatin