​​​​Role:

Copywriter & Strategist

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Challenge: 

Financial advice is a lecture nobody wants to hear. To cut through, we had to stop talking about "potential" and start talking about performance.​

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Insight:

People don’t fear risk as much as they hate waste. Money sitting still isn't "safe"—it’s lazy.​

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Idea:

"Make Your Money Work Harder." We personified capital as a tireless, high-energy hustler, shifting the narrative from passive saving to active earning.​

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Execution:

• Created the 'Money' voice: a sharp departure from "bank-speak" rooted in real-world urgency.

• Directed the narrative across video, OOH, social, and radio.

• Owned the scripts and creative direction across every consumer touchpoint.​

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Impact:

• +231% over balance targets and 80% above response targets.

• 209M+ impressions, including a featured spot during the Golden Globes.

• Gold & Bronze at the Telly Awards.

• Featured in Strategy and Campaign​.

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