Maybaum on Valiant: «Living the Purple Life» Instead of Banking Clichés
With «Lila leben,» Valiant shows what it really means to work at the purple bank. The new employer branding campaign, developed in collaboration with Maybaum Film, focuses on authenticity rather than slick, glossy advertising.
Valiant’s new employer branding campaign deliberately breaks away from what many people associate with banks: rigid role models, formal structures, and distant communication. With the «Live Purple» campaign concept, developed in collaboration with Maybaum Film, Valiant is putting its employer branding front and center—and showing what working at the purple bank is really all about.
Inner Voice Instead of Voice-Over
Instead of a traditional voice-over narration, the film uses the protagonists’ inner voices to guide the audience through the story. The focus is on three strong-willed individuals who offer a personal glimpse into their attitudes, motivations, and daily work lives. The film was shot at various Valiant locations. The message it aims to convey is: take responsibility, think proactively, act with empathy, and find solutions together.
Long-standing partnership with Maybaum Film
For Maybaum Film, «Lila leben» marks another chapter in a long-standing collaboration with Valiant. Laurent Ulrich, co-founder and head of production at Maybaum Film, describes their shared vision this way: «The collaboration is characterized by a deep sense of trust and a shared commitment to telling authentic stories. With »Lila leben,’ we were able to develop a film that doesn’t simply explain what Valiant stands for, but rather brings its corporate culture to life.”
Valiant Employer Branding with a New HR Visual Identity
The campaign is complemented by a new series of HR images by photographer Lea Moser, designed to bring the company’s culture to life visually. Maybaum Film is an owner-managed, full-service video production company based in Baden with 25 employees; it has been in business since 2006.
Responsible at Valiant: Nicole Trachsel, HR Marketing and Employer Branding Specialist. Development and Production: Maybaum Film – Production Manager: Laurent Ulrich; Director, Idea & Concept: Alena Huber; Creative Producer: Till Hüssy; Cinematography & Editing: Nikolas Reigel; Color Grading: Silvan Michel; Gaffer: Tim Sommer; Audio Mastering: Tim Zumstein.
