‘Seated’ was a calm and confident creative campaign developed to launch CommBank’s internal ‘Financial Wellbeing for Our People’ initiative, designed to help staff take control of their finances and plan for a more secure future.

Each chair represented a personal goal achieved, a quiet symbol of stability captured in both photography and film. We created a suite of assets for internal comms, with colleagues sharing their journeys and encouraging others with a simple message: if they can do it, so can you.

The visual style was unlike anything we’d done for the bank before. Stripped-back, human, and quietly powerful.

I personally conducted in-depth interviews with CommBank employees to uncover their stories and ensure the campaign felt honest, human and truly reflective of their experiences.