ChoiceOne Bank
Animated Broadcast TV Spots
When it comes to business, you want a bank that can keep up with you. With lending that’s fast, easy and locally managed.
We worked with our friends at PB&J to create two animated TV spots for ChoiceOne Bank and their new Express Loans program.
Client: ChoiceOne Bank
Agency + Script: PB&J
Design + Illustration: Jake Page
Animation + Sound Design: Josh Reed
Voiceover: Tyler Boss
Financing Michigan’s Small Businesses: How Animation Helped ChoiceOne Bank Introduce Express Loans
ChoiceOne Bank wanted to introduce their new Express Loans—a fast, accessible financing option for small businesses. The challenge was ensuring the campaign resonated with a diverse audience, from farmers to store owners, while appealing to both rural and urban communities. To achieve this, we produced two animated TV commercials that showcased the versatility of Express Loans in a visually engaging and inclusive way.
The Challenge
Michigan’s small business owners span a variety of industries, each with different financial needs. ChoiceOne Bank needed to showcase how Express Loans could benefit all of them—whether it was a farmer upgrading equipment, a retailer expanding their inventory, or a service provider growing their operations. Live-action filming across multiple locations would have been complex and costly, making animation the ideal solution for crafting an inclusive, versatile narrative.
Our Approach
We worked with PB&J to develop two animated TV commercials that highlighted the benefits of Express Loans while ensuring all types of small business owners felt represented. Our process included:
Identifying Key Business Types – Featuring farmers, store owners, and manufacturers to reflect a variety of ChoiceOne’s customer base.
Developing a Visual Style – Using a warm, approachable animation style that connected with both traditional and modern business owners.
Crafting a Story That Resonates – Ensuring the visuals spoke to entrepreneurs in both rural and urban Michigan.
Design & Animation
The Results
The two animated TV commercials provided ChoiceOne Bank with a compelling way to introduce Express Loans. By visually representing a diverse range of small business owners, the campaign strengthened the bank’s message of inclusivity and accessibility, reinforcing their commitment to helping businesses grow.
Conclusion
Through animation, ChoiceOne Bank successfully communicated that Express Loans are designed for every small business—no matter the industry or location. This project highlighted the power of animation in delivering a broad yet personal message, helping Michigan entrepreneurs see how ChoiceOne Bank supports their success.