One of my first projects as a creative director for the Credit Cards vertical was this 6-video brief— one of the first under the new rebrand, as well.
I encouraged the creative team to think outside of our normal problem-solution set up. Their idea was born: “If not for Approval Odds.” What if we show someone living their best life, then reverse time back to the moment they applied for their card or loan? Solution-problem. Something new, to fit our new brand.
I guided the team through the conceptual, pre-pro and editing processes, helping pivot the idea to meet the production reality: legal requirements lengthened the scripts, and our limited budget only allowed for 3 OCPs and 2 shoot days to get 6 videos, all of which would need resizes and multiple VO variants. I’m proud of where the team netted out, and so far, they’ve shown promising results. CTRs and conversions are higher across the board than than our previous several years’ worth of campaigns.
ECD/GCD: Colin Gaul, Hayley Banks
CD: Me
ACD Design: Joel Dinkel
Copywriter: Chiara Gustafson
Production: Laundry