Ask Yourself

Voyager director Chrris Lowe puts Bank of America employees at the center of a new campaign celebrating the people, passions and experiences behind the roles at the company.

Led by a hero film featuring Bank of America Market Executive Derrick P., the campaign extends into original social films following employees Nila, John, Andrea and Marvin. Rather than treating the social work as cutdowns, Lowe developed distinct approaches across three concepts: “Ask Yourself,” “Commute Diaries” and “Power Suits,” each offering a different look at the employees and their lives in and outside of work.

The hero film, “Ask Yourself,” follows Derrick through his morning commute as he reflects on the main question of the campaign, “What would you like the power to do?” Through an intimate, docu-style approach, the film traces an ambition he first had at 18 to help build more affordable housing through the work he does today. As he makes his way through the city, he passes buildings and communities he has helped bring to life through his work at Bank of America.

For the social films, “Commute Diaries” captures employees' morning routines and journeys to work from a selfie, POV-style approach, while “Power Suits” looks beyond their professional roles to highlight the interests and passions that help define who they are outside of work.

“Very early on, it was clear this would be a true collaboration between myself, the agency and the client,” shares Lowe. “We worked closely together to make sure each employee’s story felt authentic to who they are beyond their roles. That’s what drew me to the creative in the first place, the opportunity to showcase these employees on a more personal level. During prep, I was fortunate to have meaningful conversations with each of them, learning about their lives and the little details that helped paint a fuller picture of who they are. It was truly special.”

Working with real employees rather than actors, Lowe focused on getting to know each person ahead of the shoot to learn more about their routines, interests and personal stories, using those details to inform the work and help shape the scripts, locations and visual approach. The process also left room for more natural moments to unfold on set.