J&T Banka: Portraits of People Who Never Pose

In the Czech Republic of the 1990s, you could tell at a glance who had money. Today the clients J&T Banka most wants to reach look like everyone else, guard their privacy, and tune out any brand that waves an expensive car at them. For the bank’s new private banking campaign, we built four scenes from the lives of dollar millionaires in which nobody shows their face. The concept is called Rovnováha (Balance), and the images were made with photographer Matúš Tóth, pairing analogue noir with generative AI.

TASK & CHALLENGE

An audience you won’t find in the data

J&T Banka, in Czech banking since 1998, came to the tender with a clear vision and brief: introduce its comprehensive wealth management to existing and potential clients, within the bank’s long-running platform Vše začíná potkáním (Everything starts with a meeting). Four agencies and a freelancer took part across three rounds. We won, then created the full creative concept and led the final production.

The hard part was the audience. A beer brand can tell you which segment every drinker sits in, but people with this kind of wealth are too few and too private to show up in that kind of data, and they rarely answer questions about themselves. So the strategy started with the people who sit across the table from them.

“In building the campaign strategy, we drew on the insight of J&T Banka’s private bankers and financial advisers, who are closest to these clients’ needs, so that we could understand this very specific audience as well as possible.”

Petr Kroupa, Head of Comms, FLO BX

IDEA

One ampersand, four promises

Rovnováha means balance, and every headline is built to show one. Each opens with the same word, úspěšný (successful), and turns on a gold ampersand taken from the bank’s own name: úspěšný & svobodnější (successful & freer) for building wealth, & jistější (& more secure) for protecting it, & klidnější (& calmer) for passing it on, and & znalejší (& wiser) for inspiration. The audience already has the first word. The campaign is about what J&T Banka can add after the ampersand.

“The campaign shows, discreetly and with confidence, where our expertise lies and who our services are for. It also continues to present J&T Banka as a crossroads of opportunity, where successful people meet and inspire one another.”

Josef Matějovič, CMO, J&T Banka

EXECUTION

Nobody turns to the camera

The four scenes are moments this audience rarely has time for: a father and son talking on the deck of a sailing yacht, a cyclist alone on a mountain road, four people studying a large canvas in a gallery, and three generations on a lawn outside a modern house. Every figure is seen from behind. Nobody with that kind of wealth wants to be the face of a bank’s campaign, and the noir style lets these figures keep their privacy while the wealth stays in the frame for anyone who looks for it.

The look was shaped by Matúš Tóth, a FAMU-trained fashion photographer based in Prague who works on film, digital, and AI, and whose AI series read like magazine spreads. With our design team, he combined generative AI with the language of analogue photography: film grain, noir shadow, and J&T Banka’s dark green set against a pale gold.

“We never saw generative AI as a technical shortcut to save money. For us it was a creative tool for building an entire visual world. We wanted authenticity true to the tradition of analogue photography, with a clear authorial signature, and AI gave us the freedom to build, precisely, an environment this audience would recognise as its own.”

Marek Pařízek, Design Lead, FLO BX

A year for four images

Developing the concept took about a year: one month of strategy, and the rest spent refining the visuals and the copy. The team kept going back to the details, from the cut of the clothes to the planking on the yacht’s deck and the muscle definition in the cyclist’s legs. These are people who know exactly what they want and why, and the moment something looks fake, they stop listening.

“A single mistake in any detail would have undermined the credibility of the whole concept. The year of fine-tuning let us create timeless visuals that the bank can use for a long time as it builds relationships with existing and new clients.”

Dušan Koutský, Creative Director, FLO BX

ROLLOUT

Seen by the right few

The first visual ran in spring 2026 in J&T’s internal magazine, and the last was finished in early July. Since early summer, the campaign has appeared in specialist print, and from mid-September until around Christmas it runs in selected online media. In October and November two of the visuals go up outdoors in Brno and Ostrava, backing the bank’s branches there.

“Our aim was to reach our successful target group efficiently rather than fill the billboards along every road. Showing the campaign too often would also clash with the discretion and individual approach of our services, so we held firmly to the motto ‘less is more’.”

Josef Matějovič, CMO, J&T Banka