Dan and his San Francisco-based boutique agency, Sp3d, was contracted to help Wells Fargo Bank find ways to tap banking’s hidden audience, though their ATM customers.

The ATM awareness project was commissioned by the Wells Fargo Cross Channel Distribution and Marketing Group. Dan and Sp3d developed engaging hypothetical advertising to get the attention of its ATM customers, who were tuning-out the seven-second “Please Wait” screen—valuable cross-channel messaging real estate.

12 animated ad treatments were created for testing. This work was vastly different from any previous ATM ads at Wells Fargo. From the study, Wells Fargo learned more about what people notice during ATM transactions and provided Wells Fargo with a direction for developing future ATM advertising.