Academy-Award Winning Director Teams With Detroit Startup

By Wendell Bryant/Tell Us Detroit

DETROIT (Tell Us Det) - Here in Michigan and across the country, the competitive nature of the advertising world can often be a “David vs. Goliath” proposition for many agencies – even more so, if you’re a smaller up and coming startup. Not so for Mark Lantz, the creative force behind the state’s groundbreaking “Pure Michigan” tourism campaign who has upped the ante for his young startup agency Factory Detroit Incorporated in procuring the services of Academy-award winning director and advertising legend Errol Morris for a new TV campaign for First Citizen Bank.

In addition to his distinguished career as a film and television documentarian, Morris has an expanded portfolio directing major spots for some of the world’s biggest brands including Acura, Best Buy, Chevrolet, Citibank, HP, Levis, NFL, Nike, Sharp, Target, T-Mobile, Toyota, Volkswagen and more.

The new TV campaign called “Pride,” was created for First Citizens Bank, a North Carolina based bank with over 500 branches in 21 states. Built around a series of interviews conducted by Morris with First Citizens associates from across the bank’s footprint, in a series of :30 and :15 second commercials, the employees give a behind-the-scenes glimpse at the way First Citizens approaches the people side of the money business. The new spots represent the next chapter in the bank’s Forever First brand campaign, which debuted in September 2013.

“Errol’s been a hero to us over the years because his work feels so personal and true,” said Mark Lantz, Factory founder and executive creative director. “It was a thrill to be able to have him bring what he does to this brand we all care so much about.”

The campaign launched in select markets during this weekend’s Academy Awards show with a special :60 second commercial airing on regional broadcasts of the show in the bank’s key markets in the Carolinas. The anthem spot features all the associates who took part in the interviews. Their topic: The meaning of the brand’s slogan, Forever First.

Lantz’s agency, Factory, is a young, vibrant, non-traditional advertising firm that focuses on differentiation – in tactics, content creation and execution. Since its inaugural work creating a successful rebranding campaign for First Citizens, the Factory team has since supported a growing Michigan client roster that includes the Detroit Regional Chamber, Detroit Public Television, Michigan Recreation & Parks Association, Genesee County Parks, and online campus bookstore TextbookRush.com.

Proud and excited to be a part of metro-Detroit’s entrepreneurial community, Factory Detroit has embraced its “new kid on the block” positioning and carved out a reputation as a fast-growing agency that not only prides itself on its Michigan roots, but also its role as a job creator and contributor to the local economy. The name Factory was chosen as a constant reminder that, as creators with unique talents, skills and ideas … “we make things.”

For more information, please visit www.factorydetroit.com or call 248-667-7808.











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