Bethan Seller Directs Her First Commercial at Rogue

Rogue has announced that Bethan Seller has directed her first commercial since joining their award-winning roster at the end of 2021.

The 60 second film was created by Grey London for Fidelity International, the investment provider. 

Jesse Little, associate creative director at Grey London said: “Right from the first meeting, the Grey team fell in love with Bethan and her approach. It was visually exciting, conceptually intelligent, and ingenious in its execution. From treatment to shoot to first edit through to the post-production process, she was highly collaborative but also challenged us. The result was that it allowed us to take the client somewhere new. We can’t wait to work with her again.”

Featuring the Fidelity family Adam, Sarah and Tizzy the dog, the spot focuses on the way investors feel about the choices they have to make.  Adam finds himself overwhelmed in a wormhole of confusion and multiple options as he attempts to make an investment decision. 

Relating to the protagonist and his lack of investment experience, Bethan explains her thought process for the project 

“The core of this script hit scarily close to home - I know nothing about investing, so it was actually very easy to create a visual interpretation of that feeling. The overwhelm we feel is essentially what happens in my own brain when I'm trying to understand something new, and bringing in unsettling characters, voices, and a build of claustrophobic production design to add to that chaos, in a physical form, was the only way to go.”

In terms of creating the characters, Bethan wanted them to be recognisable to audiences with different levels of investing knowledge so as not to alienate viewers who already had a head start on their investing journey.

A huge part of the storytelling was established through the sound. Bethan worked with Gramercy Park Studio’s Mark Beardell on this, taking the audience on a real journey into Adam's internet wormhole, a huge contrast to the initial calm of the Sunday morning research session.  This was key to slowly building the stress of his experience culminating in the mass of confusion and bewilderment.

The new work launched on March 4th across TV, VOD, digital, and social and runs nationwide until April.