beyond money (2017) — AI Story Visualization

Plot Analysis Summary

A brand entertainment campaign that uses a short film to promote a bank account and win top creative awards.

Story Structure — 4 Plot Phases

Campaign Genesis

Jesús Revuelta initiates the communication campaign for Banco Santander at MRM/McCann. The creative strategy is defined to align with brand objectives.

Key Events

• Campaign Initiation — Jesús Revuelta leads the communication campaign for Banco Santander. Location: MRM/McCann Agency
• Creative Strategy — Revuelta establishes the core creative direction for the brand campaign. Location: MRM/McCann Agency

Creative Production

Kike Maíllo is brought on to direct the 17-minute short film. The cast is assembled, and the narrative is refined for a millennial audience.

Key Events

• Short Film Commission — Kike Maíllo is hired to direct the central cinematic piece. Location: Production Studio
• Cast Assembly — Four lead actors are selected to star in the short film. Location: Casting Room

Audience Engagement

The short film premieres online, targeting younger demographics with a bank account promotion. The campaign gains visibility and industry attention.

Key Events

• Millennial Focus — The narrative is tailored specifically to engage the millennial audience. Location: Creative Workshop
• Film Premiere — The short film is officially released on April 20, 2017. Location: Online Platform

Festival Triumph

The campaign enters the Cannes Lions Festival and secures the Grand Prix. It marks a historic achievement for Spanish creativity in entertainment.

Key Events

• Film Premiere — The short film is officially released on April 20, 2017. Location: Online Platform
• Festival Submission — The campaign is submitted for international creative recognition. Location: Cannes Lions Festival
• Grand Prix Award — The campaign wins the historic Grand Prix in the Entertainment category. Location: Cannes Lions Festival
• Historic Milestone — Spain secures its sixth Grand Prix and first in Entertainment. Location: Cannes Lions Festival
• Campaign Legacy — The project establishes a new benchmark for brand entertainment. Location: Global Media

Story Breakdown

• Creative Leadership — Top-level direction and agency management driving the project.
  • Executive Oversight — Jesús Revuelta leads the creative vision at MRM/McCann.
  • Agency Strategy — MRM/McCann coordinates resources and client alignment.
• Film Production — Development and execution of the central short film.
  • Directorial Vision — Kike Maíllo shapes the cinematic style and pacing.
  • Cast Assembly — Four lead actors are selected for prominent roles.
• Audience Targeting — Strategic focus on specific demographic engagement.
  • Millennial Focus — Narrative tailored to resonate with younger viewers.
  • Product Integration — Bank account promotion woven into the storyline.
• Release Strategy — Distribution and public launch of the campaign.
  • Online Premiere — Short film debuts digitally on April 20, 2017.
  • Brand Entertainment — Positioned as a high-quality entertainment piece.
• Festival Journey — Submission and evaluation at international competitions.
  • Cannes Submission — Campaign entered into the Cannes Lions Festival.
  • Category Entry — Filed under the Entertainment category for judging.
• Award Recognition — Industry validation and historical achievement.
  • Grand Prix Win — Campaign secures the highest honor in its category.
  • Historic Milestone — Spain's sixth Grand Prix and first in Entertainment.

Directed by

Kike Maíllo

Key Cast

• Adriana Ugarte — Lucía
• Bárbara Goenaga — María
• Miquel Fernández — Carlos
• Will Shephard