In order to communicate the conversion from a specific investment bank to an asset management bank in a plausible manner, advertising agency Dawn made the animation Big Bank Theory. This theory explains why big banks are doomed to grow at the expense of savers and investors. Needless to say, Alex is different. This advertisement succeeds in this and is one of the few that is capable of explaining the bank crisis in 60 seconds. It is visually attractive, original in its execution and humoristic as well.

Alex Internet Bank wanted to transform from a specific investment bank into an asset management bank. No simple matter during the financial crisis. In a visually attractive, humorous, and original way, The Big Bank Theory commercial explains why the transformation is a good idea. Postma directed the successful production, in which images and the spoken word blend effortlessly.