Dave Moser Highlights The ‘Human Element’ Behind New Banking App For WSFS

BY Stephanie Avilés 25 May 2021

Philadelphia-based photographer Dave Moser has photographed well-known celebrities like Richard Branson and Patti LaBelle, and even politicians like Hillary Clinton and Donald Trump. However, in his recent work for WSFS (We Stand for Service) bank, he brings to light the personalities of banking professionals.

Matthew Myrick, a WSFS Banker photographed by Dave Moser.

Dave’s images were used to create a fun stop-motion advertisement to promote WSFS’s new banking app, which allows you to interact with actual real-life bankers instead of getting automated responses from AI robots. The video introduced the My WSFS app by showing real examples of how you might use the app and showcasing the human element behind the screen to emphasize the company’s personal approach to banking in a fun, light-hearted tone.

The concept was great! WSFS’s new app allows you to have a person you may know and recognize on the other end of the chat. In an increasingly remote world, a personal touch is rare!

Dave was recommended to the client by REMADE, a local Philadelphia-based motion studio that worked on the project. This was their first time working together, but they knew each other from a previous referral and had stayed in touch. Once onboard, Dave and the team at REMADE collaborated on the concept and creative direction for the shoot.

A screen capture WSFS Banking App capabilities as shown in video. Customer scenario photographed by Dave Moser and animated by REMADE.

I’ve wanted to work with DJ and Tim [of REMADE] for years, so it was great to have this opportunity to collaborate. There was an openness to the creative discussion, and ultimately problem-solving together was both exciting and rewarding.

Hyresh Terron Corbin-Davis. Model cast as "Customer" for WSFS ad photographed by Dave Moser.

Due to timeline and budget constraints, the shoot came together very quickly, and in less than a week, they pulled everything together to be ready to shoot the ad in a PowerPlant Productions studio space.

The timeline was fast. We got the green light on a Friday, pulled the casting, props, and production together over the weekend, and shot Tuesday. The shoot was completed in one action-packed day.

Michael Muller, a WSFS Banker photographed by Dave Moser.

The only challenge was achieving continuity between takes. The final spot was stop-animation done with the stills, so while we shot “live-action” for each scene, we had to ensure there were no inconsistencies if pulling frames from different takes.

A photo illustration featuring Michael Muller, a WSFS Banker whose hobbies include veggie gardening. Photographed by Dave Moser.

Dave utilized props to show the bankers’ hobbies and portray them in an approachable but professional way. In the video, Mike, a banker from Montgomery County, is described as a “foodie” and “die-hard Birds fan,” so he’s shown with a fork and knife to represent his culinary interests and a football to express his love for the Philadelphia Eagles.

Michael Muller, a WSFS Banker holds a football to illustrate his love for the Birds. Photographed by Dave Moser.

I really enjoyed building their hobbies and passions into the narrative through props.

Matthew Myrick using a VR headset. Photographed by Dave Moser.

The photography treatment and prop styling combined with the animated line drawings and voice-over does a great job at creating a relatable and personable storyline that further emphasizes the app’s capabilities and the client’s commitment to providing a human-first service.

See more of Dave’s work on his website.