WHAT KIND OF BANK DOES THE WORLD NEED? by DEVICE

Client
BBVA
Director
Device
Services
Illustration
Mixed Media
2D Animation
3D
Motion
Social Media Campaign
Commercial

The spot adopts a style inspired by journalism and documentary filmmaking to highlight the defining milestones of BBVA's journey, reflecting its lasting impact on society and setting the stage for what lies ahead.

Key moments include revolutionizing financial access by introducing Spain's first-ever credit card in 1971 and launching the Women's Bank in 1973, which championed women's economic independence long before national legislation allowed it. By threading BBVA into the evolving fabric of Spanish society, the spot sparks reflection positioning the bank as a forward-thinking institution committed to driving change for a better tomorrow.

The piece also highlights BBVA’s pivotal role in propelling Spanish companies onto the global stage, its leadership in revolutionizing banking for the digital age and its commitment to sustainability. The visual language evolves over time during the spot, mirroring the changing aesthetic of each era. It begins with artisanal, analog, and traditional animation techniques that capture the essence of early milestones through archival photographic material. As the story progresses, the visual shifts, incorporating more dynamic and complex movements, along with 3D environments and elements that inject depth and contemporary flair into the more recent moments.

The music uses sound design to effectively reinforce the documentary approach of the spot. Jazz drum patterns bring energy and a steady rhythm, perfectly matching the question-and-answer structure and keeping the flow agile and fluid without distracting from the central message. Carefully integrated sound effects amplify the transition between eras—from the warmth of analog traditional sounds to the crispness of the digital age immersing the viewer further in the narrative.

PROJECT CREDITS
Client
BBVA
Agency
BBVA Creative & Toni Segarra + Marius Zorrilla
Produced by
BOL Creative Production House
Executive Producer
Ibran Trassierra
Creative Director
Guille Comin, Pol Solà
Head of Production
Victoria Ventura
Line Producer
Ariadna Pons
Directed by
Device
Director
Pol Solà, Ester Dus
Art Direction
SMLXL
Motion
Erik Righetti & Jaume Mestre
2D Animation
Guadalupe Vyleta
3D Animation
Gerard Estalella, Raül Peix
Clean Up
Vir Fillol
Music & Sound design
Facundo Capece

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BOL’s Approach to AI

At BOL, artistry and craftsmanship are at the heart of everything we create. We’re a human-led production house, guided by curiosity, care, and the belief that storytelling can expand consciousness and shape culture for the better.

AI is part of today’s creative landscape — but for us, it’s always a tool in service of human creativity, never a replacement for it. We use it thoughtfully, only when it makes sense, and always with transparency.  At BOL, we see AI not as a trend, but as a transformative instrument. One that, when used responsibly, can extend the reach of human imagination. We integrate AI only where it enhances our creative process, respects human authorship, and amplifies the emotional impact of every story we tell.

We believe technology should respond to real human needs, not create them artificially. That’s why we pause to ask: What is the problem for which this technology is the solution? If the answer isn’t clear, we don’t use it. For us, critical reflection comes before execution.

Here’s what that means for our clients:

- Human first: All creative direction and final decisions rest with our directors, artists, and producers.
- Transparency: If we use AI at any stage, you’ll know about it.
- Consent: We won’t include AI-generated elements in final work without your approval.
- Ethics,  Safety & Compliance: We never use AI trained on unlicensed data or in ways that put copyright or originality at risk.
- Accountability: We take full responsibility for the compliance, quality, and ownership of your final deliverables.

By setting these boundaries, we give our partners peace of mind. Working with BOL means your story is told with integrity, originality, and care — blending the possibilities of technology with the irreplaceable artistry of people.

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