Bank of America Puts Real Employees at the Center of a New Brand Campaign

Bank of America has launched Ask Yourself, a brand campaign created by GroupeConnect and directed by Chris Lowe, placing real Bank of America employees at the center of the work rather than actors. The campaign leads with a hero film following Market Executive Derrick P. through his morning commute as he reflects on the campaign's central question: "What would you like the power to do?" The film traces an ambition Derrick first held at 18 to help build affordable housing, connecting that goal to the communities and buildings he has helped bring to life through his work at Bank of America.

The social series was developed as distinct work rather than cutdowns. Lowe built three separate concepts: Ask Yourself, a docu-style approach consistent with the hero film; Commute Diaries, which follows employees Nila, John, Andrea, and Marvin through their morning routines from a selfie, POV-style perspective; and Power Suits, which looks beyond their professional roles to the interests and passions that define them outside of work.

Lowe spent prep time in individual conversations with each employee before the shoot, using what he learned about their routines, interests, and personal stories to shape the scripts, locations, and visual approach. The process also left room for unscripted moments on set.

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