Rokel Commercial Bank
Music Video / PLACEHOLDER — Rokel Commercial Bank
A music-video-style brand anthem for Sierra Leone's oldest commercial bank, built to modernise its image for a generation of customers who'd never associate banking with anything they'd choose to watch.
Bank marketing looks the same everywhere: a boardroom, a handshake, a voiceover about trust. Rokel Commercial Bank needed to reach a younger, mobile-first customer base without spending the goodwill built over seventy years as the country's oldest bank.
We wrote and produced the campaign as a music video first and a bank commercial second — an original anthem track, a cast of real customers and staff, and a visual identity built around the bank's existing mark rather than a generic finance-ad palette.
Track & script
An original song commissioned and scored before a single frame was planned, so the film could be cut to the music rather than the music fitted to the film.
Production
A multi-location shoot across branches, city streets and customer homes, cast with real account holders and frontline staff instead of actors.
Edit & grade
A rhythm-led edit built around the track's structure, graded to feel like a music video release rather than a corporate reel.
Music Video / PLACEHOLDER — Anthem film, full cut
FOOTAGE / PLACEHOLDER — On location, branch shoot
FOOTAGE / PLACEHOLDER — Broadcast cutdown, 30s
FOOTAGE / PLACEHOLDER — Cast, real account holders
Delivered as a full-length anthem film plus a cutdown for broadcast and social, the film became Rokel Commercial Bank's primary brand piece for its youth-focused account launch, running across television, cinema and social platforms.
Original anthem track produced
Cities filmed across
Youth-focused account campaign for the brand