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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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