Comedy is becoming usual in B2B and software advertising. That doesn’t mean point of difference is disappearing. It means that agencies are working hard to do interesting work, rather than fill 60-seconds with product facts. Crowd’s new campaign for identity verification service, Sumsub is interesting.

Three humorous spots, directed by electriclime° director, Daniel Marjan, take on the job of making people pay attention to Sumsub’s fraud protection. They feature The Beast, a gorilla who personify’s fraud and some unexpected directorial decision. The aim of the campaign is to show how fraud interferes with users when the platforms they use are not secured.

Daniel Marjan commented, “The goal of Sumsub was to create a contrast with the films, where the absurd meets the reality. Most importantly it was crucial to get the right costume which physically tells the story of the beast, bringing to life the concept with the surreal humour shining through.”

Credits:
Client: Sumsub
Agency: Crowd
Creative Director: Soukaina Benlamlih

Production Company: electriclime°
Director: Daniel Marjan
DoP: Kelvin Chew
Senior Producer: Jeremy Hu
Producer: Lavita Kala
Assistant Producers: Cole Tranter, Tahsh Khemlani
Post Producer: Josiah Singh
Editor & DIT: Eryka Fontanilla
1st AD: Kathleen Bu
2nd AD: Samantha Bu
1st AC: Tan Jiekai Leslie
2nd AC: Fiona Wong Wan Yu
Art Director: Michelle Cheong