In our changing world, reaching 100 years in business is a milestone that speaks to the relationship a company has with its community. Nashville-based photographer Abigail Bobo recently helped First Opportunity Bank celebrate this anniversary by capturing the essence of the mountain towns they serve in Montana. As she journeyed through the Big Sky state, Abigail found authentic moments of everyday American life that spoke to the residents who have supported the client for a century.
For this project, Abigail connected with the art director Clark Hook of Financial Marketing Solutions. She has worked with him many times before. The two recently began collaborating on several branding projects for the agency’s financial clients. However, for this assignment, Clark approached Abigail with a very specific creative direction in mind.
He had a vision for a long time of genuine, hometown moments shot on film that felt like snippets of Americana for their commercial banking clients.
Through the bank’s celebratory campaign, Opportunity 100, they wanted to highlight their roots and bring their small community together. They achieved this by sharing 100 personal client stories centered around the small businesses they have helped with financing. The client also crafted 100 financial lessons they share with their customers. They pledged to give 100 donations to integral businesses across the state.
I try to bring authenticity to each client’s narrative and it felt like such a great creative fit when they hired me for this campaign.
Abigail ventured from her home in Nashville. She drove through seven states before reaching her destination, the “land of the shining mountains.” From there, she spent another 13 days traveling from one mountain to another. She sought out stories that represented a simpler and more meaningful way of life.
This was a dream trip. It was 13 days of cross-country road-tripping through Bozeman, Glacier, Helena, and all the major cities.
For most people, a road trip is one of the best ways to see the small towns nestled among bigger cities. Abigail found a rhythm that helped the long days pass by peacefully. She stopped every 3 hours to stretch her legs and capture something new. Through each winding road that led higher into the sky, she was always ready to pull over if she found a vista worth shooting.
Travel can be a logistical challenge in and of itself, but with the right mindset, even detours and setbacks can bring you to the magic moments you’ve been waiting to discover.
While Abigail had a good understanding of the intention of the campaign, she had the freedom to determine which moments fit the brand’s narrative. She found that many of the residents of Montana live an intentionally slow life. They are content with living simply among the natural beauty they find in their backyards.
This experience was a constant reminder that reality is so much better than your expectations. Montana had all the best surprises, like friendly horses and perfect little light moments.
There are only a million residents in all of Montana. This gives it the feel of a small country, rather than a large state. The residents who live here are proud of the home they dub “the last best place.” Abigail sought to capture authentic moments between the locals. For example, a couple holding hands as they walk down the main street.
Finding creative ways to photograph folks on the street without using their faces was a delightful challenge. It blended street and commercial photography beautifully.
Life in Montana has changed in the 100 years that have passed since First Opportunity Bank was established. However, Abigail’s images showcase the area as an idyllic region, where the mountains have endured and its residents thrive. Using her film camera, she took care to document the locals and the community as authentically as possible. Her images offer the client a timeless snapshot of Montana life.
Montana and its people were an incredible subject. The sunsets are particularly special.
See more of Abigail’s work on her website.
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