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

    By SHOOTUpdated:No Comments14 Views

    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.

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    Credits

    Client First Interstate Bank Agency TDA Boulder, Boulder, Colo. Jonathan Schoenberg, executive creative director + partner; Jeremy Seibold, creative director + partner; Kyle Rathod, associate creative director + copywriter; Sean Wright, associate creative director; McKenzie Jenkins, art director; Dennis Di Salvo, executive producer. Production Company The Sweetshop x Chirp Films Michael Downing, director; George Meeker, John Malina, exec producers. Editorial Whitehouse Post Brian Gannon, editor; Alicia Ryan, producer. Audio Record & Mix Paul Hurtubise, mixer.

    Genre:Comedy
    Media Type:Commercial: Television
    Video Tags:Michael DowningTDA BoulderThe Sweetshop



    JT Mega, Director Jake Zalutsky “Savor The Little Things” For Mahatma Rice

    Wednesday, August 26, 2026

    Mahatma rice offers a pause from our bustling world in its newest campaign, “Savor The Little Things.” Created by agency JT Mega, produced end-to-end by Picture North, and directed by Jake Zalutsky, this film shows how the small rituals of home cooking and sharing a meal with people you love--while seemingly ordinary--are deeply meaningful and special, if you can slow down to appreciate the little things.

    “Savor The Little Things” tells the story of several families and explores the many definitions of what family is. From nuclear families with small children to couples and gatherings of chosen family, the people who come together around a table to enjoy dishes made with Mahatma rice are as vibrant and cross-cultural as the food being shared.

    The adaptability of Mahatma rice, as it shows up in a diverse range of dishes, is highlighted further with a series of match-cuts edited together in the campaign’s hero spot. Each gathering is also given its own intimate :15 that creates a snapshot of the dynamics of a family’s busy weekday morning, a couple’s Thursday night dinner, and a backyard Sunday cookout.

    “Savor The Little Things” intimate vignettes--a yawning toddler, showing someone how to rinse rice, using cookware that’s been lovingly passed down through generations--evoke a slice-of-life feeling, set against the wear and tear of real, lived-in homes. Director Zalutsky conveys this on-screen truth by casting from a pool of real people who actually share these close relationships, capturing them living authentically in their own spaces.

    “The underlying message of this spot is more important than ever,” remarked Zalutsky. “We live in an increasingly distracted world. Everywhere we look, something is asking for... Read More

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