It's better together with Voya

REVERSE’s Romain Quirot directed a pair of spots for health, wealth, and investment company Voya Financial.

The campaign, aptly titled Better Together, features identical twins who walk and talk in perfect harmony. The spots Office Twins and Greenhouse Twins, build on Voya’s belief that workplace benefits and retirement savings work better together and continue the company’s tradition of snappy walk-and-talks. They launched this month across national broadcast, streaming, and digital channels.

Conceived by BBDO Atlanta, the scripts called for entrepreneurial twins to seamlessly move and interact in various environments and situations, explaining the benefits of Voya in a way that felt organic and playful. Looking to enhance the visual interest in these stories, they brought on Quirot for his choreographic lensing and light visual comedy style, as seen in his acclaimed commercial work for Uber, CareCredit, and Air France.

“The key to these spots was to incorporate snappy transition techniques subtly to avoid detracting from the performances and the core message of the campaign,” recalls Quirot. “The result is a slightly heightened reality of the Voya brand world, dynamic and colourful, drawing inspiration from musical comedies like La La Land.”

“Voya is an optimistic and positive brand, and we've been building a tone and character in our work over the years that is important to get right,” adds Mike Hanley, BBDO’s SVP Creative Director, who led the campaign. “Romain is a true collaborator. He understood the Voya brand voice right away and knew where the opportunities were to elevate the work. His use of colour and choreography perfectly captured our vision and took the spots to the next level.”

To pull off the concept, the production required an extensive casting search for actual twins who were emblematic of the campaign’s target audience. Each set of twins had to bring acting chops and chemistry to their performance while also meeting the production’s demand for laser-focused blocking to ensure continuity transitioning between each shot.