Beyond bullets Lists that don't feel like laundry A graphics-driven national spot to re-establish a brand

Click to play video: Lind-Waldock Edge :30 spot Requires a JavaScript enabled browser.

Lind-Waldock is a boutique brokerage which caters to sophisticated individual investors. After a few years of no television advertising, they approached Angle Park with a desire to re-establish a t.v. presence which spread the word about their service offerings while suggesting a high-tech brand position.

Because Lind-Waldock's customers trade specific, highly specialized commodities, it was important to make specific call-outs of items such as gold and soybeans. Working directly with the client's in-house creative team, Angle Park created an animated treatment that is inclusive of the various commodities and features, but avoids static bullet point lists. By mimicing a hierarchical menu that might be found on a web site or interactive kiosk, the graphics remain dynamic and eye-catching while delivering a subtle message that Lind-Waldock is a high-tech operation.

Careful consideration was given to choice of narrators, and we centered on Tom Sinnot, a Chicago-based voice artist. But due to the likelihood that the spot would be seen rather than heard in busy work environments, it was also designed to get the message across on a purely visual level.

Martin animated and edited the spot, which airs nationally on CNBC.