Cannes Lions
THE VIA AGENCY, Portland / T. ROWE PRICE / 2018
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The Power of Adjustments asks viewers to question how they view and value financial performance by drawing an analogy to acrobatic performance. An unusual lens for viewing retirement funds, acrobats are actually quite analogous. In both cases trained professionals rely on their experience and teamwork to transform risk into powerful performance. The film focuses the viewer’s attention on the small adjustments acrobats make with graphic overlays revealing the similar adjustments T. Rowe Price’s fund managers make. Because the performances were captured in dramatic locations and in slow motion, not only does the viewer not only see the nuanced details, but the inherent risk is transformed into beauty.
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