Reimagining work for the world’s largest bank
- ClientJPMorganChase
- IndustryFinance
- ServicesCustomer Experience · Marketing
- CapabilitiesFuture Ways of Working · Culture & Ways of Working · Employee Engagement · Brand Ecosystem Experiences · Content strategy
Repositioning an employer brand around purpose and people
In today’s competitive job market, attracting top talent is a challenge — even for a bank like JPMorganChase. While competitors focused on company perks, JPMorganChase led with a human-first approach rooted in its brand purpose: “Make Dreams Possible for Everyone, Everywhere, Every Day.”
Continuing a seven-year digital and marketing partnership, Code and Theory was engaged to help redefine the future of work through an integrated campaign that put employees at the center. As you read on, you’ll see how that approach shaped the “Future of Work” campaign and the employer brand platform behind it.
The work reinforced shared values of belonging, opportunity, and impact, extending across employee documentary films, social assets, recruiter materials, and a global toolkit. The details ahead show how these pieces came together to support a consistent story across channels.
Key Takeaways
Repositioned the employer brand around real human stories
Delivered scalable, digital-first tools to support global rollout
Unified brand and culture to attract top talent worldwide
Redefined the future of work for the world’s largest bank
Impact
This work helped JPMorganChase redefine the future of work with a campaign that broke through across channels and drove meaningful engagement. The results show clear momentum and sustained audience interest, reinforcing the story with performance that supports the broader business narrative.
Employee Stories in Their Own Words
JPMorganChase identified employees whose personal and professional experiences embody the company’s core values of growth, inclusivity, and support. In an in-depth, documentary-style production, we captured these individuals’ unique journeys and personalities—highlighting the challenges they’ve overcome and the opportunities they’ve embraced thanks to JPMorganChase.
To ensure an authentic and engaging narrative, Code and Theory led every aspect of the production, including art direction, content strategy, and interview execution. By focusing on unscripted, personal storytelling, these videos offer prospective employees a genuine look into life at JPMorganChase. Each story serves as a testament to the company’s investment in its people, showing future hires what is possible when they become part of the team.
Cinematic Brand Spots
Complementing the documentary series, we also produced a set of high-impact brand spots to communicate the campaign’s core message in a visually compelling and emotionally resonant way. Featuring professional actors, the work takes a more cinematic approach to storytelling, blending striking imagery with a powerful voiceover to convey JPMorganChase’s commitment to fostering ambition, innovation, and success.
Platform-Native Social Storytelling
On social media, we met our audience where they already were and shaped the storytelling to feel native to each platform. We designed custom assets that spoke to different types of potential talent while staying consistent with the campaign’s human focus. Each piece reinforced the stories told in film while also working as a standalone unit across formats and channels.
Campaign Ecosystem and Digital Extensions
In the end, Code and Theory collaborated with the Brand and Marketing teams at JPMorganChase to create a full 360-degree campaign, including paid and owned media and a toolkit for future work. By keeping one clear concept and adapting each asset to its platform, each piece was cohesive while remaining effective on its own.
One specific area of focus was various digital extensions. We used photography from the brand spots to create a series of banners and digital ads featuring compelling key messages. These units talked directly to potential new talent and drove them to our careers page.
Global Toolkit for the Future of Work
The campaign was only the start of a larger, ongoing “Future of Work” effort within JPMorganChase. Along with the campaign, we crafted a robust, easy-to-navigate toolkit to help JPMorganChase scale the work globally. It included guidelines and templates for everything from an in-person event to paid media or a recruiter CRM campaign.
JPMorganChase's 'Future of Work' is built on opportunity, belonging, and a chance for everyone to make an impact. It’s full of human stories, shared values, and a powerful commitment to giving every employee the tools they need to grow.
What We Did
Defined a creative strategy for the future-of-work narrative
Developed and executed concepts to bring the story to life
Validated direction through user research and testing
Delivered campaign-ready content, copy, and design assets
A shared direction for JPMorganChase’s future of work
Working with JPMorganChase, the team helped clarify what “future of work” meant in the context of the world’s largest bank by turning an ambiguous idea into a shared definition that stakeholders could align around. They brought the right teams together to create a common language and direction, reducing confusion and enabling more coordinated decision-making. With that alignment in place, JPMorganChase was able to move forward with a clearer, unified approach to redefining the future of work across the organization.
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newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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