Register

    McCann, Director Fredrik Bond Shed Light On Blind and Partially Sighted In Spot Introducing Touch Card By Mastercard

    By SHOOTUpdated:No Comments7196 Views

    This "Spotlight" film from agency McCann introduces the Touch Card by Mastercard, a first-of-its-kind accessible payment card system for blind and partially-sighted people. 

    "The Touch Card is Mastercard‘s next step towards promoting inclusivity at scale. By innovating with accessibility in mind, we strive to provide equal opportunity for all to benefit from the ease and security of a digital world," said Raja Rajamannar, chief marketing & communications officer and president of healthcare, Mastercard. 

    Directed by nine-time DGA Award spot nominee Fredrik Bond of MJZ, “Spotlight” puts a blind and partially-sighted audience first by using audio descriptions like no film has before: as an elevated storytelling device, instead of an afterthought. Both the technique and storyline give viewers a rare glimpse into the everyday life of our partially-sighted actress. Shattering stereotypes often portrayed in the media, the film normalizes the partially-sighted and blind–and shows what a simple, yet profound innovation like the Touch Card can do to empower the community. Innovative use of Dolby Atmos spatial audio ensures the film is not only as inclusive as possible, but fully-immersive and enjoyable for everyone.

    The Touch Card campaign is a new and pivotal moment for Mastercard. For the first time, the longstanding Priceless brand has been made relevant and accessible to a whole new demographic: blind and partially sighted people. The ethos of the campaign is conveyed in the tagline: "A world designed for all of us, is Priceless." The "Spotlight" film is different from any other Mastercard has done. The film was born out of an extensive collaboration with the partially-sighted and blind community, and several authorities in the field, such as, VISIONS and the Royal National Institute Of Blind People (RNIB).

    "Spotlight" stars Marilee Talkington, an award-winning actor, artist, writer, director, creator, educator, consultant, disability advocate and activist. Talkington has been advocating for herself for nearly 20 years as a performer with vision loss.

    REGISTRATION REQUIRED to access this page.

    Already registered? LOGIN
    Don't have an account? REGISTER

    Registration is FREE and FAST.

    The limited access duration has come to an end. (Access was allowed until: 2022-03-30)
    Credits

    Client Mastercard Agency McCann New York Pierre Lipton, chief creative officer; Caprice Yu, executive creative director; Ryan Paulson, Chad Baker, Pebble Goh, SVPs, group creative directors; Caro Rebello, Artur Lipori, VPs, creative directors; Aaron Kovan, head of production; Judi Nierman, SVP, executive producer; Liz O’Connor, producer; Oriol Bombi, EVP, global strategy director; Danielle Noto, SVP, group strategy director; Eric Johnson aka DJ Bunny Ears, SVP, executive music producer. Production MJZ Fredrik Bond, director. Editorial NO6 Jason MacDonald, founder/editor; Riley Donigan, assistant editor; Laura Molinaro, head of production. Music JSM Post/VFX MPC. Sound Design Henryboy Audio Post Heard City

     

    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Video Tags:Fredrik BondMcCannMJZ



    TDA Boulder, Director Michael Downing Tackle Banking Clichés In “No Nonsense” Campaign For First Interstate

    Thursday, August 27, 2026

    Indie ad agency TDA Boulder has unveiled “No Nonsense Banking,” its debut campaign for new client First Interstate Bank. The rolling launch runs through the end of the year, and spans across 10 states.

    The batch of spots includes this one titled “Every Step,” epitomizing a call to end the nonsense. “Every Step” opens on a couple experiencing life’s biggest moments (marriage proposal, first child, a kid learning to drive, and packing up for college). Each meaningful moment, though, has one odd addition: their banker is actually really there, experiencing those moments with them. The unexpected inclusion calls out the cliché that banks love to be with you every step of the way, even in life’s most intimate moments. The spot lands on the twist: First Interstate isn’t promising to be there for every step; just the ones that matter, with a straight answer and a real person on the other end.

    Michael Downing directed via The Sweetshop x Chirp Films.

    Read More

    MySHOOT Profiles


    Add A Comment