ATB, Alberta's largest financial institution, needed images to showcase their diverse client base and broad product offerings. It was key that these images be a true representation of clients from specific demographics in everyday life scenarios relating to financial services and their experiences. They needed images that current and potential clients (and other stakeholders) could easily identify with.
Personas
Challenge: Capture an accurate portrayal of how banking clients behave, showcasing a variety of people and their life stories in the home, workplace, and branch location.
Solution: We highlighted high-need client personas from growing families to those nearing retirement and everyone in between. We captured stories representing major life events and financial milestones at various locations. We created on-brand content tailored to their specific products and their audience.
The Real Deal
Challenge: Capture a true representation of ATB's diverse client base not easily found in stock. This included finding a wide range of ages, ethnicities, abilities, and income levels.
Solution: In order to enhance a feeling of authenticity, we cast 63 unique faces from our street cast model pool along with their real-life family members. We focused our efforts on capturing natural expressions and posturing to communicate connection, trust, and confidence.
Location, Location, Location
Challenge: Capture a wide variety of locations including offices, warehouse facilities, branches, and homes. Taking into consideration the many different clients ATB serves, locations needed to reflect a real feel that they could relate to.
Solution: In addition to one of ATB's beautiful branches, we tapped into our extensive location database to secure locations that addressed our client's every need. Over six days, our in-house production team shot in seven unique locations. We covered everything from home life and office, to consulting and in-branch banking.
"Thank you for your expertise and leadership. The team is more than happy with the outcome and the images/videos have already been requested and used. It's amazing what we were able to accomplish."
