AJ Bell

Winner – Diversity Marketing & Recruitment Campaign of the Year
Financial Adviser ‘Diversity in Finance’ Awards 2020

AJ Bell launched its Life at AJ Bell campaign to drive recruitment by putting its people at the centre of the story. The objective was clear: showcase the culture, opportunity, and diversity within the business in a way that felt authentic and compelling.

We developed a people-first creative approach, building each film around one individual and their journey - delivering corporate messaging through relatable, human storytelling. From hybrid working and tech specialists to apprenticeship pathways, the campaign has evolved year-on-year to reflect the growth and diversity of the organisation.

Our challenge was transforming a traditional office environment into dynamic, engaging content. Through thoughtful visual direction, varied locations, and a strong focus on personality, we created a series that brought AJ Bell’s culture to life - earning industry recognition and delivering measurable impact in recruitment.