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    Home » FactSet, The Docter Twins and VSA Partners Land “Big Fish” In Comedy Campaign Promoting Purpose-Built AI For Finance

    FactSet, The Docter Twins and VSA Partners Land “Big Fish” In Comedy Campaign Promoting Purpose-Built AI For Finance

    By SHOOTWednesday, February 18, 2026No Comments7 Views     In 2 day(s) login required to view this post. REGISTER HERE for FREE UNLIMITED ACCESS.
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    FactSet (NYSE:FDS | NASDAQ:FDS) has unveiled “Fluent in Finance,” a brand campaign designed to pinpoint the weaknesses in “off-the-shelf” AI solutions, underscoring the importance of human expertise, and encouraging enterprise leaders to demand better.

    Created by agency VSA Partners, the campaign includes a package of spots directed by the Docter Twins (Matt and Jason Docter) of production house Thinking Machine. (The Docter Twins are alums of SHOOT’s 2008 New Directors Showcase.) The videos use humor to illustrate the disconnect between general-purpose AI and the specialized needs of finance. In this spot an AI “assistant”–played by a well-meaning but off-kilter, malfunctioning gent–misinterprets the phrase “big fish.”

    Unlike generic AI solutions, FactSet’s approach is built on a foundation of more than 47 years of financial data expertise, industry-leading content, and deep understanding of institutional investment workflows. The company’s AI solutions are purpose-built for finance professionals, trained on domain-specific data, and designed with the transparency, traceability, and reliability that the industry demands.

    Kim Mickenberg, partner, campaign design at VSA Partners, said, “By using a familiar reference–an AI assistant–to show the limits of generic AI solutions, we’re able to tap into the zeitgeist and make a clear point: Technology alone can only do so much. Ultimately, it’s the human expertise behind it that makes all the difference.”

    You have limited-time access to this page, (Access is valid until: 2026-02-20)
    Credits

    Client FactSet Agency VSA Partners Kim Mickenberg, partner|campaign design; Josh Berta, associate partner|executive creative director; Jessica Sochol, associate partner|strategy; Jessica Brown, associate creative director, content; Megan Schulist, creative director, design; Sarah Trent, associate director, design; Tarek El-Mofty, associate partner|executive director, production; Bryan Haney, director, motion production; Thomas Horne, director, editing & animation; Maria Erdmann, associate director, copy editor. Production Company Thinking Machine Docter Twins (Matt and Jason Docter), directors; Alon Simcha, executive producer; Alexandra Byer, line producer; Kip Bogdahn, DP; Ursula Barker, art director; Lauren Charkow, casting director.

    Genre:Comedy
    Media Type:Commercial: Television
    Video Tags:Docter TwinsJason DocterMatt DocterThinking MachineVSA Partners



    Framestore Pictures’ Director Rich Lee Brings Human Touch To Trailer For Resident Evil: Requiem

    Monday, February 16, 2026

    Director Rich Lee of Framestore Pictures has partnered with Capcom and Nomadic Agency to create a live-action trailer for the video game Resident Evil: Requiem. The three-minute short--titled Evil Has Always Had A Name--has already sparked significant fan response ahead of its official release.

    Rather than portraying zombies as disposable monsters, Lee’s approach explores who they were before the outbreak--reframing Raccoon City through the lives once lived within it.

    Set in 1998, the film stars Scream Queen Maika Monroe (Longlegs, It Follows, Watcher) as a single mother navigating the final hours before--and the devastating aftermath of--the outbreak. A longtime Resident Evil fan, Lee embedded subtle Easter eggs throughout, rewarding repeat viewings for dedicated audiences.

    Shot over two days in Mexico City, the production meticulously recreated 1990s Raccoon City--grounding the story in practical locations before expanding into a haunting post-apocalyptic landscape realized through bespoke virtual environments designed by Lee and his team.

    On crafting the short film, Lee shared, “For me, it was about revealing the lives that existed before everything fell apart--the families, routines, and small moments that made Raccoon City feel real. We wanted audiences to feel what was lost beneath the horror while still honoring the game. From the art direction to the performances to the hidden Easter eggs, every detail was designed to immerse fans in a world that’s both nostalgic and emotionally resonant.”

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    FactSet, The Docter Twins and VSA Partners Land “Big Fish” In Comedy Campaign Promoting Purpose-Built AI For Finance

    Wednesday, February 18, 2026

    FactSet (NYSE:FDS | NASDAQ:FDS) has unveiled “Fluent in Finance,” a brand campaign designed to pinpoint…

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