Description
The “Make Momentum Happen” campaign, created by award-winning agency SS+K, is centered around several Van Sant-directed films, each featuring Giddens’ rousing take on the American folk classic “The Green Grass Grows All Around.”
The campaign will launch with the 60-second film, “Tapestry,” and continue with a series of stories showing how JPMorganChase – as the nation’s largest bank with 4,700+ branches, 6+ million small business customers and clients ranging from homeowners to schools to hospitals – sparks momentum by putting the right resources in the right place at the right time to help drive U.S. business and economic growth and help people achieve their goals.
This includes expanding an Ohio-based family business that manufactures PPE for firefighters, building a nonprofit healthcare facility in Idaho, and supporting the expansion of the Port of New Orleans to power the economy and create local jobs. Each film tells the story of how JPMorganChase’s investments create positive momentum - like a manufacturing facility stitches uniforms for first responders or a hospital that expands healthcare access – for communities and the economy
It is timed to amplify JPMorganChase’s new visual identity, which includes a new color palette inspired by the brand’s 270 Park Ave. headquarters that pays homage to the brown and blue of flagship brands J.P. Morgan and Chase. As part of the redesign, the brand will now be known by the single word JPMorganChase. To coincide with the new visual identity, JPMorganChase also unveiled a new corporate website, developed in partnership with Code & Theory – a leading creative digital agency.
The national campaign will air during major cultural moments including the Olympics, the U.S. Open, and the Stanley Cup finals, as well as out of home, including in New York City at the Oculus at The World Trade Center and Madison Square Garden. It is part of a planned fully integrated campaign that will also include social, audio, amplification in its branches and in local print and digital advertising across the U.S.
Van Sant – who has helmed beloved, multiple Oscar-winning films including “Milk,” “Good Will Hunting” and “My Own Private Idaho,” and most recently directed the celebrated series “Feud: Capote vs. The Swans” – was selected for his raw, uniquely American, Kentucky-bred POV.
Giddens – who won a 2023 Pulitzer Prize for the opera “Omar,” is featured on Beyonce’s groundbreaking new album, “Cowboy Carter,” and is set to embark on a world tour of her own – offered a perfect sound that’s both fresh and timeless.
“When JPMorganChase makes investments in businesses and communities the impact goes beyond the monetary,” said Stevie Archer, Chief Creative Officer, SS+K. “It creates a ripple effect—businesses create innovations that create jobs that allow people to thrive and grow. We were inspired to tell that story and show how real people from Ohio, to Idaho, to New Orleans and beyond are benefitting from and creating those reverberations of progress. Bringing that story of momentum to life with visionaries like Gus Van Sant and Rhiannon Giddens makes it rich, real and multifaceted, just like the stories are themselves.”
“I chose to direct this campaign because of the unique opportunity to tell authentic stories from a truly human perspective,” said Van Sant.
This professional campaign titled 'Make Momentum Happen' was published in United States in June, 2024. It was created for the brand: JPMorgan Chase, by ad agency: SS+K. This Integrated medium campaign is related to the Finance industry and contains 1 media asset. It was submitted 11 months ago.
Credits
CLIENT: JPMorganChase
PROJECT: Make Momentum Happen Campaign
AGENCY: SS+K
Founder/Co-President: Rob Shepardson
Chief Creative Director: Stevie Archer Creative Director: Margie Chidley
Creative Director: Lucas Crigler Associate Creative Director: Cooper Evoy
Associate Creative Director: Monica Apodaca
Managing Director, Client Services: Amy Frisch
Group Account Director: Huy Ngo
Account Supervisor: Elise Horsak
Account Coordinator: Esther Nuñez
Managing Director, Production + Operations: John Swartz
Executive Producer: Christopher McLallen
Executive Producer: Shawn Smith
Senior Integrated Producer: Travis Kinsella
Post Producer: Tamara Treu
CLIENT: JPMorganChase
BRAND:
Chief Marketing Officer: Carla Hassan
Chief Brand Officer: Leanne Fremar
Managing Director, Head of Creative: Amee Shah
Managing Director, Head of JPMorganChase Brand Management: Dara Marshall
Executive Director, Brand Marketing: Michelle Schwartz
Executive Director/Head of Copy for Brand: Shannon Goad
Executive Director, Brand Marketing Director: Liliana Vega-Estrada
Vice President, Creative Marketing Lead: Sal Russomanno
Vice President, Brand Marketing: Alexa Ragozzino
Vice President, Creative Marketing Lead: Chris Keller
Vice President, Creative Marketing Lead: Char Haines
BUSINESS UNIT:
Head of Firmwide Impact Marketing and Communications: Steve O’Halloran
Executive Director, Firmwide Impact Marketing: Meredith Aronson
Executive Director, Community Impact Banking Communications: Alexis Copson
Executive Director, Firmwide Impact Marketing: Nick Hogan
Vice President, Firmwide Impact Marketing: Taylor DeBolt
Vice President, Firmwide Impact Marketing: Dawn Rzeznikiewicz
Vice President, Firmwide Impact Marketing: Abigail Suldan
Vice President, Firmwide Impact Marketing: Kalie Curtis
Senior Associate, Firmwide Impact Marketing: Julian Langford
Senior Associate, Community Impact Banking Communications: Deanna Crusco
PRODUCTION: Iconoclast
Director: Gus Van Sant
Managing Director: Charles-Marie Anthonioz
Executive Producer: Valerie Romer
Producer: Robert Stark
Cinematographer: Arnaud Potier
EDITORIAL: Cut + Run
Editor / Partner: Gary Knight
Second Editor: James Donahue
Cutting Assistant: Kima Hibbert
Assistant Editor: Setareh Jalali
Senior Producer: Diana Méndez
Head of Production: Marcia Wigley
Managing Partner: Lauren Hertzberg
VISUAL EFFECTS: Method Studios/Company 3
Managing Director: Jesse Kurnit
Executive Producer: Hayley Wallach
VFX Producer: Kyle Fader
Lead Flame Artist: Chelsea Pistono
Flame Artist: Elsa Tu
Flame Artist: Larry Merrill
Flame Assist: Jordan Mikhail
Art Director: Keri Moller
AE Designer: Chris Ko
Colorist: Jenny Montgomery
Producer: Nick Kransnic
SOUND MIXING: Heard City
Managing Partner: Gloria Pitagorsky
Sound Designers: Phil Loeb, Seth Phillips, Evan Mangiamele, Jodi Levine
Mixers: Danny Irizarry, Evan Mangiamele, Seth Phillips
VO Casting: Carrie Faverty
Executive Producer: Liana Rosenberg
Senior Producers: B Muñoz, Nick Duvarney
Assistant Producer: Dylan Stetson
Assistant Mixers: Virginia Wright, Zoltan Monori, Chenoa Tarin, Oddy Litlabo
MUSIC SUPERVISION/PRODUCTION: Pretty Good Songs
Music Supervisor: Patrick Oliver
SPANISH LANGUAGE MUSIC: MAS - Music and Strategy
Co-founder/President: James Alvich
Executive Producer: Joey Reyes
Music Supervisor/Producer: Nora Dabdoub
Composers: Thomas Cepeda & Jonathan Gejtman
Singer: Monica Paez
RHIANNON GIDDENS
PRINT & SOCIAL MEDIA: Iconoclast
Director/Photographer: David Katzinger
Photographer: Carolin Schild
Producer: Sunny Park
