Morgan Stanley has launched “What If”, an integrated advertising campaign coinciding with the change of name from Morgan Stanley Smith Barney to Morgan Stanley Wealth Management. The campaign, online at morganstanley.com/whatif, tells us what the “Morgan Stanley” name, shared by all 58,627 employees, has stood for since its founding in 1935. Iconic photographer Nadav Kander has combined portraiture and epic images of industry, business and philanthropy to show what the employees of Morgan Stanley are literally made of, bringing together values of social responsibility and capitalism. The campaign includes press advertising and a set of videos found on the What If site only.
The What If campaign was developed at The Martin Agency by executive creative director Joe Alexander, creative director Alon Shoval, senior copywriter Neel Williams, associate creative director/art director D’Arcy O’Neill, associate creative director/copywriter (digital) Rex McCubbin, associate creative director/designer (digital) Lionel Bui, creative technologists Jeff MacDonald, Olivia Abtahi and John Briney, group planning director Fritz Kuhn, account director Rebecca Smith, account supervisor Michael Henry, account executive Meg Ingraham, project manager Rebecca Gricus, senior print producer Paul Martin, senior art producer Anya Mills, associate digital producer Charlie Humphries, agency broadcast producer Christina Gilmartin and agency broadcast junior producer Kelly Sutton.
Photography and retouching was by Nadav Kander Studio.
Filming was shot in New York, Los Angeles and San Francisco by director Steve Mottershead via Breed with director of photography Adam Marsden, executive producer Zak Thornborough and producer Matt Slater.
Post production was done at Artjail by executive producer Leslie McCartney, producer Allison Pickard, editor Eron Otcasek, additional editor Roberto Serrini, assistants Matt Jacob and Beau Dickenson, lead designer/animator Kiffer Keagan, lead Flame artist/colorist Steve Mottershead and lead Flame artist Mark French.
Audio post production was done at Antfood by mixer Wilson Brown, sound designer Charlie Van Kirk. Music, “Rivers and Rivers (version B)”, was by composer/arranger Alan Markley. Voiceover was Ryan Billia at Bang.
Interactive work was done at Luxurious Animals by creative director Garret Nantz, technology strategy director Dan Federman, technology lead Tai U, interactive designer Spencer Bailey, project manager Ali Baranker, user experience designer Analee Kasudia and developer Justin Schrader.