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Citi “America The Beautiful” 2020

Citi “America The Beautiful” (2020) is a Citi commercial directed by Jack Twesten for Publicis Riga, produced by Jackbilt. It won one award: Epica 2020 Bronze Best Use of Music.

A pianist plays "America the Beautiful," first using only white keys, then incorporating black keys, symbolizing the importance of inclusion for a complete and harmonious society.

Video: Citi on YouTube

Stills © Citi. Made by Publicis Riga, Jackbilt and Jack Twesten.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Pianist plays "America the Beautiful" with white keys, then all keys.

musical metaphorsymbolic actioncontrast and comparisongradual revelationsocial commentary

The cut

Length
45 s
One take
36 s in a single shot

What creatives use Citi “America The Beautiful” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Citi “America The Beautiful”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A close-up shot of a person's hands playing a piano, with the keys and part of the piano visible in a dimly lit room.© CitiA pair of hands plays "America the Beautiful" on a piano, first using only white keys, then using both black and white keys.© Citi
    Frames from Citi “America The Beautiful”

  2. 02How a one-take commercial is built

    36 s in a single shot: you need to see how the camera and the action are staged, beat by beat.

    Open the spot and scrub the take moment by moment, with what happens in each beat.

    A close-up shot of a person's hands playing a piano, with the keys and part of the piano visible in a dimly lit room.© CitiA pair of hands plays "America the Beautiful" on a piano, first using only white keys, then using both black and white keys.© Citi
    Length: 45 s · One take: 36 s in a single shot

  3. 03Ad ideas: every spot built on a symbolic action

    Before you present an idea, you need to know who has done it, and how.

    Citi “America The Beautiful” is built on a symbolic action. Search the library by idea to see every spot that uses it.

    Karmanos “Ring The Bell”© Karmanosadidas “Billie Jean King Your Shoes”© adidasAmnesty International “Bullet”© Amnesty InternationalP&G India “Dads #ShareTheLoad”© P&G India
    Karmanos · adidas · Amnesty International · P&G India

Award-winning finance & insurance commercials

  • Shield Insurance "After Shit Happened Service EP.1-5" (2026) commercial still© Shield InsuranceShield Insurance “After Shit Happened Service EP.1-5” 2026VML (VML Thailand / VML Bangkok)London International Awards Grand Prix 2026
  • Krungsri First Choice "What the Fast" (2024) commercial still© Krungsri First ChoiceKrungsri First Choice “What the Fast” 2024Dir. Wuthisak Anarnkaporn · Leo BurnettAdFest Grand Prix 2025
  • NRMA Insurance "Help is who we are" (2022) commercial still© NRMA InsuranceNRMA Insurance “Help is who we are” 2022Dir. Gary Freedman · The MonkeysEffie Awards Grand Prix 2022
  • John Lewis Financial Services "Tiny Dancer" (2015) commercial still© John Lewis Financial ServicesJohn Lewis Financial Services “Tiny Dancer” 2015Dir. Dougal Wilson · adam&eve\TBWALondon International Awards Grand Prix 2016
  • GEICO "Unskippable: Family" (2015) commercial still© GEICOGEICO “Unskippable: Family” 2015Dir. Terri Timely · The Martin AgencyCannes Lions Grand Prix 2015
  • Cash App "Timothée Chalamet for Cash App" (2026) commercial still© Cash AppCash App “Timothée Chalamet for Cash App” 2026Dir. Aidan ZamiriWebby Awards Winner 2026

Questions

Who directed the Citi “America The Beautiful” commercial?

Jack Twesten directed it, produced by Jackbilt, for the agency Publicis Riga.

Which agency made Citi “America The Beautiful”?

Publicis Riga created it for Citi (2020).

What awards did Citi “America The Beautiful” win?

1 awards, including Epica 2020 Bronze Best Use of Music.

Sources for the credits and awards

winners.epica-awards.com

Citi “America The Beautiful” (2020) Commercial by Jack Twesten: Credits, Awards & Stills