BPER BANCA

The Situation

BPER Banca is one of Italy's largest banking groups. The brief was to create a brand awareness campaign that moved the bank beyond transactions and products. The focus was not on interest rates or account features, but on what the bank stands for and the people it serves.

Banking advertising in Italy often follows a familiar pattern: families in warm light, reassuring music, and a voiceover about being close to the community. BPER needed to feel distinctive without alienating the audience banks depend on: ordinary people who want to trust the institution holding their money.

The Approach

The campaign ran across TVC, print, and photography, with me leading the art direction across all three. I also shot the print campaign photography myself, giving the work a consistent visual point of view across formats.

For the TVC, we worked with director Igor Borghi and production company Enormous Film. The film used a cinematic visual language to elevate BPER beyond standard banking advertising. The tone was human and grounded rather than sentimental, built around real moments, textures, and light.

The print campaign followed the same visual language. I directed and shot the photography myself, using natural light and authentic compositions to avoid the polished, staged aesthetic that banking photography often defaults to.

The Impact

The campaign gave BPER Banca a visual language that stood apart from the category. The combination of cinematic TVC direction and photography shot by the art director created a consistent identity across the campaign.

The work ran across national television and print in Italy. By combining art direction and photography, the same visual language carried from screen to page, maintaining consistency across formats.