JP MORGAN
This campaign is an excellent example of how a thorough casting is the start of great results. The client wanted to illustrate the "new faces" of investing from retired CEO's to single moms saving for kids' college. It was necessary to provide a wide range of ethnic diversity in the talent to reflect the changing demographics in investors. In the end, over 1100 people were cast to fill 14 slots and, through the amazing photographs by Martin Schoeller, the client found exactly the people they were looking for.

Client: JP Morgan
Photographer: Martin Schoeller