We created a content platform called “We Are All Made To Grow” with a mission to inspire potential in people and communities through storytelling.  We launched the platform with an animated fable called “The Seed and The Moon.” The film communicates Umpqua Bank’s belief in everyone’s potential for growth. Directed by acclaimed Sundance director and TED fellow Kibwe Tavares, the film follows the journey of a seed that struggles to grow in a dark, lifeless city. Inspired by the light of the moon, the seed ultimately grows to a colossal size and transforms the city for the better.

Inspired by Umpqua’s iconography, the protagonist of our story is a tree. Its symbolism is timeless and universal – yet its creative vocabulary is vast and exciting. A tree acts as the hero to our tale – a statement about Umpqua’s beliefs. The tree’s journey, starting off as a weak seedling, inspires us all to grow as we watch it reach its potential.

Our goal was to create a character and world that cuts through culture and inspires people with their journey and design. As such, we didn’t want it to be cartoonish nor anthropomorphized, but rather be an elegant expression of magical realism. The moon represents the seed’s dreams, human potential and confidence. It helps track the arc of the story and growth of the character.

To create the realism animation style of The Seed & The Moon, our director, Kibwe Tavares along with the Nexus team used photo-real

With exceptional response on social media and in the press, Umpqua was able to access direct dialogue with their audience around a piece of inspirational, empowering content. To date the film has over 2 million views, and has increased brand affinity by 10% and consideration intent by 5%.