Highlighting the profound effects of taking small smart steps, Bitget’s latest campaign, ‘Trade Smarter’, brings relatable moments and humour to financial advertising. To execute this, the cryptocurrency exchange and web3 company partnered with Vantage Pictures who produced a series of four films depicting comedic moments, where thinking outside the box transforms the ordinary into the extraordinary.
To delve behind the scenes on the campaign, LBB’s Sunna Coleman interviews film director, Paul Boyer Moore, who tells us how comedy can make an impact, how they came up with the funny scenarios and why he loves filming in Thailand.
What was the brief from the client and what initial ideas did you have?
Paul: Bitget came to Vantage Pictures with a pretty cool challenge: they wanted a series of films that highlight the importance of being smart in an amusing way, all tied back to trading smarter. The catch was that these films had to work across all target markets, including folks who are new to crypto trading.
So, we rolled up our sleeves and worked closely with the Bitget team to craft a concept that showcases real human moments where making a smart decision changes everything. That’s when ‘Smart Steps, Big Leaps’ was born – it just felt right. We brainstormed about 12 different ideas and, after some tough calls, narrowed it down to the four you’re seeing now.
The spots take a different approach than the usual financial / crypto trading ads. Tell us about the choice to use a humorous tone.
Paul: Financial ads can be so serious and, honestly, a bit dull. Bitget was brave enough to shake things up. Humour makes things memorable and relatable. When people laugh, they connect with the content on a personal level.
How did you come up with the different scenarios and select the final stories?
Paul: We tossed around a bunch of scenarios where everyday folks solve problems with clever ideas. One idea I loved was about a football fan struggling to watch a game due to two tall men blocking his view. Frustrated, he builds a huge throne of empty beer mugs to elevate himself so he can watch the game. It was so weird and absurd! We were so close to making that one. In the end, we chose stories that were more practical to shoot and would really resonate with Bitget’s audience.
Which spot is your personal favorite and why?
Paul: That’s a tough one, but I’d have to go with Mandatory Meeting. We’ve all been stuck in those endless, pointless Zoom calls, right? So when our guy decides to ditch it all for a jet ski adventure, it’s so absurd and unexpected. It still makes me laugh every time.
The spots were filmed in Bangkok – tell us about the locations chosen and any production challenges that came with it.
Paul: Filming in Bangkok was fantastic. It’s cost-effective and offers a wealth of international talent – actors who can really perform, not just stand there and look good. The western-style homes and beach locations also fit our needs perfectly for this global campaign.
One big challenge was our location move from a home film set to a beach jet ski scene. You’d think in Thailand that’s easy, but the nearest natural beach was two hours away, which didn’t fit our tight schedule. We got creative and found a man-made beach lake much closer. It saved us time and gave us better control without worrying about waves disrupting the shoot.
What was the casting process like?
Paul: Casting was a breeze. In Thailand, casting agencies really go the extra mile. They don’t just send audition tapes – they film entire scenes based on our storyboard, complete with makeup, wardrobe, props, and even edit it to music. It made it so much easier to visualise the final product and get the client’s approval.
What was the most enjoyable part of the production process for you?
Paul: Honestly, working with the actors was the highlight for me. Their energy and enthusiasm were incredible. They brought each character to life in ways that exceeded my expectations.
Anything else you’d like to share?
Paul: I just want to give a huge shoutout to everyone involved. Shooting four separate spots in four days was ambitious to say the least. But the collaboration between Bitget, the Vantage Pictures production team, and our amazing local crew at Triton made it all possible. Couldn’t have done it without them.
