Rarely does an artist get an opportunity to disrupt an industry. The CUNA (Credit Union National Association) project was a huge risk for everyone involved. We worked to create a dramatic and powerfully different look than anything the Credit Union industry has ever seen. The communication goal was to drive the tag line “OPEN YOUR EYES”. The photographic challenge was to translate that concept uniquely with over 40 models, each yielding a different way of looking through the lens that is their hands. Simple, consistent, diverse. The campaign was a huge success. JB was invited to attend their National conference where we set up an onsite photoset and photographed over 400 additional subjects.