Home Buying Transformation

Role: ACD, Art & Director

​

BMO’s Home Buying Transformation (HBT) promised smoother workflows, greater efficiency, and a better customer experience. But frontline bankers weren’t adopting it. They saw HBT as slow, complicated, and a barrier rather than a benefit.

Insight sessions uncovered key misconceptions: “The new underwriting process takes too long,” “Customers don’t want to provide documents upfront,” and “Credit was faster than Underwriting.” Traditional training wasn’t working. BMO needed a fresh, fun way to drive real engagement and get people past their preconceived notions to the truth.

In came Mythbusters and our BMO influencer, Jessica. We launched MythBusters, a fast-paced, TikTok-style video campaign designed to debunk misconceptions in a fun, digestible way. The goal? Make HBT adoption exciting—something bankers wanted to engage with, not just another training session.

​

Instead of viewing it as a burden, bankers began to see the HBT tools as an enabler—something that simplified their work rather than complicated it. With this new approach, frontline teams can actively challenge misconceptions and embrace the tools with confidence. 

The campaign proved that digital transformation doesn’t have to be a chore. With the right approach, it can be entertaining, inspiring, and—most importantly—effective.