In the UK, people outside of banking see the industry as as old school, old money, corporate, and for ‘a certain type of person’. Because a lot of the time it is.

That’s just not true anymore for JPMorganChase.

We needed to shift something, and show non-banking recruits that a place like JPMorganChase is more than for people – it’s for them. So, we showed them. By using them. We used real found footage and photos from real people all over the business, and let them tell their story, not ours.