Return to the Sea
A human story of memory, movement and connection for OFX
CLIENT
OFX
PROJECT
Brand film
CREATIVE & PRODUCTION
Creative strategy, concept and production
THE IDEA
Finding the Human Story Inside a Brand Idea
OFX was launching its global positioning, “Where the world is moving.” Rather than explain international money transfer directly, the creative connected the idea of movement to salt, one of the world’s oldest forms of currency.
At the centre of the story was Japanese artist Motoi Yamamoto and his extraordinary relationship with salt.
THE HUMAN STORY
A Story About Memory, Loss and Return
Motoi creates intricate installations entirely from salt. His practice grew from personal loss and a desire to hold onto memories of people important to him.
When an installation is complete, the work is eventually dismantled and the salt returned to the sea, re-entering the natural cycle from which it came.
Something temporary becomes part of something much larger.
WATCH THE FILM
THE APPROACH
Letting the Story Carry the Message
Rather than placing the brand at the centre of the film, the story gives the brand idea a human form.
Salt becomes more than a material.
It connects ideas of value, movement, memory, exchange and return through the experience of one person.
The result is branded content that feels like a story first and brand communication second.
