The copywriting needed to talk to clients in a personally reassuring, familiar voice, upholding the values of family. The imagery, also, had to be personal, showing people and families rooted in reality, with an emotive feel. Also for DFM capturing a personal moment in a business oriented environment. The digital used the art of cinemagraphs where just one part of the image shows movement. This created a sophisticated feel in tune with the values of Cazenove.