SEFINA PANTBANK INFOMEERCIAL
Animated Brand Film & Service Communication
Client: Sefina Pantbank
Creative Concept: Linnea Härjerud, Bestis
Creative Direction & Art Direction: Linnea Härjerud, Bestis
Script & Storyboard: Linnea Härjerud, Bestis
Illustration & Visual Development: Linnea Härjerud, Bestis
Film Production: Filmgänget AB
As part of Sefina Pantbank’s 2016 rebrand, I developed an animated advertising film designed to explain how modern pawnbroking works — clearly, accessibly and with a sense of humour.
The challenge was to communicate a service that many people still associated with outdated ideas and misconceptions. The film therefore needed to feel informative without becoming heavy, and playful without losing credibility.
Let’s watch some film
The concept
The story begins with a familiar situation: an unexpected expense and the sudden need for extra money.
From there, the film explains how customers can receive a free valuation of items they already own and use them as security for a loan. It also shows what happens if the customer chooses not to reclaim the item, in which case it can be sold through auction.
The narrative highlighted the advantages of using Sefina instead of turning to expensive short-term credit, while showing the range of objects that could hold value, from jewellery and watches to cameras, instruments and design objects.
Visual storytelling
I wrote the script, created the storyboard and developed the animation ideas and illustrations.
Every scene was designed within the new visual identity I had created for Sefina Pantbank, using its deep teal and gold colour palette, typographic system and distinctive collage-inspired art deco image language.
The animation combined photographic objects, illustration and simple graphic transitions to make financial information feel more approachable and easier to understand.
The result
The final film introduced Sefina’s service in a clear and contemporary way while supporting the wider repositioning of the brand.
It communicated free valuation, secure loans and auction sales through a playful visual narrative that helped make pawnbroking feel modern, relevant and accessible.
The film ended with the positioning: The Nordic region’s largest pawnbank - a modern pawnbank.