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 that are at-par or higher than our previous videos in the old brand style.
ECD/GCD: Colin Gaul, Hayley Banks
CD: Me
ACD Design: Joel Dinkel
Copywriter: Chiara Gustafson
Production: Laundry