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Bank of America – Tomorrow Starts Today

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This new campaign for Bank of America, created by Leo Burnett Chicago, is a beautiful-looking film which addresses the 're-opening' of America after the coronavirus crisis.

Produced by Rattling Stick US and helmed by director/co-founder Ringan Ledwidge, the stirring voice over, delivered by Viola Davis, tells of hope for a brighter future for post-pandemic America, with images of houses, shops, cinemas and workspaces turning the lights back on. 

Despite the challenges of Covid-19, which have meant the advertising industry has had to do more with less, Ledwidge retained the high standards for the spot despite being filmed remotely mid-pandemic. Filming open fields, directing from afar, and via Zoom, Ledwidge ensured the brand could shoot safely while not having to compromise on the finished film.

“I really wanted to capture the spirit that runs through the country,” Ledwidge says. “It was important that the locations, although free of people, resonated emotionally, felt familiar and all-encompassing. I guess, in a way, they’re a reminder of the wonderful things we do and one day, step by step, will do again.”

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