Case Study

Neuberger: “Aligned for Excellence”

Three national :15 TV spots for the rebrand of a half-trillion-dollar investment firm.
Two shoot days. One crew of 25.

The brief

When an 85-year-old, employee-owned investment firm decides to change its name, the first campaign under that new name carries the entire weight of the decision. Neuberger Berman was becoming Neuberger, and the brand’s agency, Prosek Partners, had developed a campaign idea to match the firm’s character: no flashy trading floors, no celebration of wealth. Instead, the discipline of the work itself.

Click Play Films was brought on to produce three :15 broadcast spots: “The Meeting,” “We Come To You,” and “Who We Work For.”

The creative challenge

The campaign concept was built on sound. Keyboards clacking, pages turning, an elevator ding, a marker on a whiteboard, the swoosh of a glass door. Each spot layers these rhythms of preparation into something close to ASMR, putting the viewer inside the room as the firm gets ready for the only meeting that matters: the client’s.

That concept made this a production sound job disguised as a brand film. Every prop interaction was a percussion instrument, every location a recording stage. The visual language had to match: quiet luxury, cinematic and authentic, with a cast of nine principals who could hold a close-up with intelligence rather than corporate-stock-footage smiles.

The production

Led by Executive Producer Jacob Tanur, we produced the campaign over two shoot days in New York City with a crew of 25, running a full casting process to find nine principals with the gravitas the brief demanded, and moving through conference rooms, elevators, street exteriors, a working coffee bar, and multiple office environments without losing the controlled sound environment the concept required.

The result

Three finished :15 spots delivered as the first public expression of the Neuberger name, now airing nationally on Bloomberg TV as the centerpiece of the “Aligned for Excellence” launch.

The client loved the work. We’re prouder of something subtler: when a firm trusts its new name to you, the job is to make the craft invisible and the discipline visible. That’s what these spots do.

Executive Producer: Jacob Tanur | Produced by Click Play Films, New York | Agency: Prosek Partners

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