Image Campaign for Acba bank – Hero’s Journey


Our partner Acba bank was rebranded and “Inspired by you” is the bank’s new tagline. It alludes to a persistent person who has overcome their fair share of obstacles on the way to success, becoming an inspiration to many—including the bank that helped them achieve their goal. As the first communication after the rebranding, our partner needed an image campaign, which will convey the new message of the rebranded bank.

The ad aimed to address the secret behind that ‘inspiration’ and show the uphill road from doubts to success, thus manifesting the bank’s attitude towards the aspirations and accomplishments of its partners.


The ad is structured around the idea of a “hero’s journey” as coined by Joseph Campbell. According to the author, all heroes, regardless of circumstances, follow the same journey. This formula is also true for the goals we set in our everyday lives.

The ad depicts different heroes from different fields, who follow the same path and face the same difficulties on their way to success, from initial hesitation to taking a decisive first step, from early success to the hardest test. Having overcome the latter the hero reaches ultimate success and becomes an inspiration for others. Acba Bank is inspired by these heroes.





Acba Bank OJSC



Animation/TVC, Print


  • Creative Director: Hovhannes Margaryan
  • Art Director: Anush Ghazaryan
  • Copywriters: Tigran Sirunyan, Anjela Petrosyan
  • Designer: Edgar Mkrtchyan
  • Account Manager: Diana Stepanyan
  • Director: Gor Kirakosian
  • Director of Photography: Suren Tadevosyan
  • Producer: Boris Ghazaryan
  • 1-st AD: Lilit Frangulyan
  • First AD assistant: Taguhi Asakhalyan
  • Focus Puller: David Grigoryan
  • Lenses Assistant: Stepan Melkonyan
  • Camera Assistant: Arthur Ghandilyan
  • Costume Designer: Laura Atanyan
  • Production Designer: Lusine Sargsyan
  • Makeup Artist: Diana Agajanyan
  • Makeup ASST: Svetlana Muradyan
  • Administrator: Artak Grigoryan
  • Runner 1: Simon Harutyunyan
  • Runner 2: Gevorg Grigoryan
  • Gaffer: Vardan Brutyan
  • Electrician: Armen Shekhoyan
  • Electrician: Sevak Mkhoyan
  • Catering: Lusine Karapetyan
  • Editing: Nairi Danielyan
  • Sound Design: Tigran Kuzikyan
  • Color Correction: Eduard Matencyan
  • Voiceover Artist: Babken Chobanyan
  • Backstage: Tigran Petrosyan
  • Client: Acba Bank OJSC
  • Head of Marketing Department: Artyom Ghazaryan
  • Head of Marketing & Communication Division: Sona Petrosyan
  • Senior Marketing Communications Specialist: Jemma Torgomyan