Client:
Danske Bank
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Year:
2023
Services:
Creative Direction, Storytelling & Concept Development, Motion Graphics, Commercial Production
Expense Reporting, Simplified
As Creative Director at Komponent, I led the concept, direction, and production for Xpender — Danske Bank’s B2B expense management platform designed to simplify business reporting and automate workflows. Our goal was to position Xpender not just as a tool, but as a natural extension of the modern professional’s daily rhythm — intuitive, seamless, and human.
The campaign was built around a single insight: simplicity is the new productivity. By showing real-world business moments — from airport lounges to late-night spreadsheets — we told the story of how Xpender quietly eliminates friction in the background, giving people time back to focus on what matters.
Bringing The Campaign To Life
Concept Development & Visual Storytelling
- The creative direction focused on portraying motion within structure — the organized chaos of modern work, balanced by Xpender’s effortless clarity. Through rhythmic editing, subtle motion graphics, and clear visual metaphors, the campaign bridged emotional storytelling with product functionality. We developed the concept “Effortless Control” — a narrative built around the tactile satisfaction of organization. Each filmed sequence transitioned smoothly into digital UI elements, creating a visual dialogue between the physical and digital worlds.
Production Approach & Execution
- I led both the creative and technical execution, collaborating closely with cinematographers, UI designers, and animators to ensure coherence from storyboard to post. • Live-action production: Directed multi-location shoots across corporate, travel, and home-office environments to capture realistic, relatable professional moments. • Interface design & screen integration: Oversaw design and animation of the app interface, ensuring every digital frame felt native and aligned with Danske Bank’s visual language. • Motion & compositing: Managed post-production flow, including seamless screen replacements, animation overlays, and branded motion elements that mirrored the product’s functionality. • Narrative cohesion: Worked with the editorial and sound teams to ensure pacing and tonality reflected the Xpender brand: calm, precise, and human-centered.
Impact
- The campaign successfully elevated Xpender’s perception from niche fintech tool to a recognizable extension of Danske Bank’s broader ecosystem. It demonstrated how design and storytelling could merge to humanize a technical product — transforming a mundane business process into a story about simplicity, efficiency, and empowerment.
