Conceptual projectGLS Institute of DesignAdvertising

Jupiter Banking TVC

A two-minute "Slice of Life" television ad for Jupiter Banking, aimed at gen-z. Commercial design and film.

Role
Creative director, director, storyboard artist, copywriter, editor, colorist
Timeline
2 weeks
Guides
Prof. Saurabh Vyas · Prof. Hardik Shiroya
Tools
Premiere ProAfter EffectsDaVinci Resolve
2 minRuntime, a hard constraint
2 weeksConcept to final cut
5Teammates
4Scenes in 3 sequences

Overview

A two-minute ad that starts with a person, not a product.

Brief

Make a "Slice of Life" television ad that conveys Jupiter's core values and connects with gen-z. We were Jupiter's users, and we believed it needed an ad showing real people solving real problems.

My part

Creative director, director, storyboard artist, copywriter, editor and colorist, with a team of five.

Result

Viewers connected with the characters before the product entered the frame. Faculty said it needed more refinement.

Context

Can neo banking be advertised to feel human?

Delving into the world of financial technology, the team explored neobanks where Jupiter Banking is a key player. The task was to create a "Slice of Life" narration style two-minute television ad by comprehending Jupiter's core values. Using film and video elements like storytelling and visuals, the ad needed to effectively convey Jupiter's message and establish a connection with its target audience: gen-z.

Jupiter Banking is a growing neobank. Since the team were the brand's users and customers, they believed it needed a more engaging advertisement: one that showed real people solving real problems, not a product demo with motion graphics.

The project overview slide: Project 04, Jupiter Banking TVC Design, 2 weeks of commercial design, with guides and team listed beside a young man in a coral-toned frame looking at his phone.

Project overview.

Pre-production

Script, storyboard, scout.

The process began with scripting, storyboarding, and location scouting. The narrative was built around a "Slice of Life" framework: real scenarios where Jupiter's features solve everyday friction around money. The storyboard mapped each scene to a specific product value: splitting bills, tracking spending, instant transfers.

The arc of the story is divided into 3 sequences, with 4 scenes. The motion graphics, shot direction, sound design, editing and storyboarding were my major contribution to the making.

A full-page grid of 24 hand-drawn storyboard frames in four rows: doorway and auto-rickshaw scenes, hands holding a phone with a Jupiter screen, and a young man reacting to his phone.

The storyboard: 24 hand-drawn frames across 3 sequences and 4 scenes.

Production

Shot on location, warm and candid.

Directing and cinematography were handled on location. The visual language leaned warm and candid, matching the conversational tone of the script. The goal was to keep the ad feeling like a story first, a product pitch second.

Five behind-the-scenes stills on a near-black field: an auto-rickshaw with a driver and passenger, a hand holding a phone in a shop, the crew filming from inside a rickshaw, the lead actor reading a script, and the camera operator at work.

Behind the scenes: the auto-rickshaw, the shop, and the crew at work.

Post-production

The cut, the grade and the motion.

Editing, color grading, and sound design brought the final cut together. DaVinci Resolve handled the color grade. Premiere Pro and After Effects managed the edit and motion elements. The two-minute runtime was treated as a hard constraint, not a suggestion.

Outcome

A two-minute ad that starts with a person, not a product.

The final ad was reviewed by faculty and tested informally with target-audience peers. The "Slice of Life" narration landed: viewers connected with the characters before the product entered the frame.

"Waah, ye toh accha hai idea, mujhe bhi kaafi dikkat aati hai online karne ki wajah se."Khadir M. Shiek, auto driver. Translated from Hindi: "Wow, this is a good idea. I also face a lot of trouble doing things online."
"It needs more refinement, but a great attempt at making an advertisement."Faculty review

Takeaways

What this project built.

  1. Directing as design. A two-minute ad has the same constraint structure as a product flow: every second either earns the next or loses the viewer. Storyboarding is wireframing for time.
  2. Copywriting for spoken delivery is different from copywriting for screens. Rhythm, breath, and pause matter more than word count.
  3. Know the gap between concept and finish. The faculty feedback was direct: refinement was needed. The ad communicated the idea but the execution had rough edges in pacing and transition. Seeing that gap is the first step to closing it.