THE NEW FACES OF HOMEOWNERSHIP
Client: Bank of America
Role: Creative Director
Bank of America committed $5 billion towards the development of an affordable home ownership program geared to help multicultural borrowers buy their first home. For communities who have been underrepresented for so long, this campaign inspires an audience who can finally see themselves as homeowners. Front and center. These are the new faces of homeownership.
SOCIAL & DIGITAL
Families look like this.
These aren’t actors or models. These are portraits of real families in front of real homes— Black American and Hispanic families standing proudly as homeowners. From single parents, to same-sex couples, to larger generational families, many different families are represented.
RADIO
CAMPAIGN PHOTOGRAPHY
A truly local feel
This campaign was delivered in 22 markets across the country. From Texas to Chicago, Los Angeles to Atlanta, we worked with 7 different photographers, photographing 9 different families to represent the many regions where our audiences live.
