Rooted in Reality: Photographer David W. Johnson’s Take on Bank of America’s Campaign

David W. Johnson has always been a keeper of stories. His work is marked by deep cultural fluency, emotional resonance, and a purpose-driven eye that seeks to elevate the image. In two recent shoots for Bank of America—one in Chicago focused on environmental stills and another in Los Angeles combining stills and motion—David brought his signature authenticity to visually articulate the bank’s community engagement and support for small business owners.

What made these campaigns stand out was David’s process behind the scenes. Whether capturing a bike mechanic mid-repair or a small business owner at a point-of-sale moment, he crafted environments that mirrored the real lives of the people in front of his camera. By anchoring the imagery in lived experience, not just brand messaging, David ensured that what he captured didn’t feel like marketing, but a genuine snapshot of community and connection.

How did you approach the challenge of making common brand scenarios, like talent using a point of sale, feel unique and meaningful?

These moments can either feel familiar and connective or stale and staged. My job is to tap into the talent’s lived experience—how they move, talk, and behave in real life—and build a scenario around that. So instead of acting, they’re remembering. That might mean recreating a scene in a bike shop or mechanic garage that feels like second nature to them. The goal is to have them forget they’re on set.

You mentioned bridging the client’s need with lived experience. What does that look like on set?

A lot of commercial imagery only checks the box of what the creative brief outlines, but I try to anchor the visuals in real life. That starts with a connection—asking where someone is from, learning their story—and it builds from there. Once you create that trust and familiarity, the images have weight. They aren’t just representing a concept; they’re showing people as they really are, which, ironically, is often what the brand needs most.

What role does empowerment play in how you work with talent?

Empowerment is huge. Many times, talent shows up trying to figure out what’s expected of them—what version of themselves we want. I flip that. I try to create an environment where they feel like they can be themselves. That might mean building a playlist that makes them feel at home or carving out time to chat before we shoot. Because when someone feels safe to be who they are, the images are richer, more dynamic, and ultimately more impactful.

Do you feel like these Bank of America images reflect your larger visual identity?

Parts of them definitely do. Sure, there were a few literal shots—hands swiping cards, devices being used—that are just necessary. But I also got to shoot portraits and real human interactions, and those align with the core of my work. My style is about showing people as they are and elevating the everyday with intention and authenticity.