Good Times' Bob Partington Brings Financial Hurdles to Life in New Intuit Credit Karma Campaign
Filmed across four large sound stages in Mexico City, director Bob Partington draws on his background as a mechanical sculptor and inventor to realize the new three-spot campaign for AI-powered personal finance platform Intuit Credit Karma. Produced by Los Angeles production company Good Times, the ads were created practically through in-camera effects, using minimal CG and no AI.
Showreel powered by Simian
With prior experience in engineering and fine arts, Partington’s experimental nature lent itself perfectly to the technically complicated shoot. Each spot represents a journey from uncertainty to financial well-being, incorporating a surprising, visually striking transitional element that sparks a “how did they do that?” moment, all while centering the app. All three acts play out in Credit Karma green, presented as interactive sculptural installations whose purpose remains unclear until the users solve the riddle of their designs. The set pieces become comprehensible metaphors that illustrate a way forward towards solving the lifelong puzzle that is personal finances.
“We know people feel overwhelmed by personal finance, so we decided to bring those challenges to life in a tangible way, said Colin Gaul, executive creative director at Intuit Credit Karma. “Using hands-on installations and practical effects, we wanted to create an authentic experience that showed people, not just told them, how Intuit Credit Karma helps them get ahead and manage all of their money. Bob's vision and approach perfectly executed on that simple approach.”
“My love of filmmaking comes from the place of creating an experiential installation and then crafting a film around it,” said Partington. “From there, it developed into the desire to balance that relationship, creating a reciprocal dynamic between the object and the film medium. In other words, creating an object with the film in mind, and then filming with consideration of that object. So, rather than just an art thing in the vacuum of a gallery to be enjoyed by the few, this is the super rare opportunity to create thoughtful art installations and then, through the medium of film, tell an inspired and nuanced Credit Karma brand story. I want to acknowledge Jeff Cronenweth, the director of photography, and Ethan Tobman, our production designer, for truly bringing the vision to reality.”
“This is Bob's third job in Mexico City this year, and it’s a place he loves to work,” said Eric McCasline, co-founder and executive producer at Good Times. “Mexico City has such great crews, and food - we may just have to open an office here.”
Partington’s unique way of thinking landed him a world record and a Webby for ‘The World’s Slowest Rube Goldberg’ and is behind inspired projects for Stella Artois, Apple, Samsung, Ford, and Volvo for which he won multiple Cannes Lions. He has also helmed events for Xbox, Wendy’s, IBM, and IKEA.
Credits:
Brand: Intuit Credit Karma
Executive Creative Director: Colin Gaul
Group Creative Director: Matt Stafford
Creative Director: Janete Chun
ACD, Art Director: Jerry Bowles
ACD, Copywriter: Tim Shay
Copywriter: Justin Stielow
Executive Producer: Megan Ubovich
Senior Producer: Emily Myers
Production Company: Good Times
Director: Bob Partington
Executive Producer: Eric McCasline
Executive Producer: Corwin Carroll
Producer: TJ Freeman
Production Service Company: Madrefoca
Partner: Ale Saevich
Executive Producer: Ihxel Pérez
Producer: Mariela Barraza
Editorial: Final Cut
Editor: Crispin Struthers
Assistant Editor: Eli Leonard
Head of Production: Rebecca Mitchell
Senior Producer: Kristina Thoegersen
Managing Director/Executive Producer: Suzy Ramirez
VFX: Noise
EP: Karen Anderson
VFX Producer: Ishaa Kotecha
CD/VFX Supervisor: Michael Gregory
Grade: Trafik
Colorist: Dimitri Zola
Colorist: Taylor Pool
Sound Mix: Lime Santa Monica
Mixer: Zac Fisher
Music: Sound Bloom
Founder & Music Supervisor: Jennie Armon
Creative Director: Ben Marshall
Composers: Ben Marshall & Louis Weeks
