Objective: To conceive and execute a visual-story and campaign identity around the concept of refinancing that reshapes how clients perceive financial re-engagement and positions the brand as proactive, modern and approachable.
My role / contribution: I led the creative strategy, directed the series, starred in one spot, developed the visual system and narrative thematics, produced the core campaign assets (video, motion-graphic, digital collateral), and managed the rollout across web, social and supporting materials.
Key highlight / impact: Delivered an insight-driven campaign that reframed “refi” from a pure transaction to a moment of empowerment, combining strong design craft with meaningful story-telling and helping the brand stand out in a crowded financial marketplace. Oh, and we did it on a shoe-string budget of $20k.
Life is hard. Work isn't much easier. But you know what isn't that hard? Refinancing your student loans with Gradifi Refi. In fact, when you compare those eye-rolling moments of work in the 21st century, to the simple act of signing up for a benefit that saves you thousands, there's just no contest.
Storyboards
Out of home
There were a few ideas that didn't make the cut...but damn they would have been fun to shoot.
