Greenlight: The Future of Family Finance
Greenlight: The Future of Family Finance
Bring your family into the financial future! This newest TV commercial and campaign makes Greenlight a modern-day hero, as kids celebrate the ease of saving, earning, and investing with the Greenlight app and debit card.
Bring your family into the financial future! The newest TV commercial and campaign makes Greenlight a modern-day hero, as kids celebrate the ease of saving, earning, and investing with the Greenlight app and debit card. Meanwhile, parents remember the past ... not so fondly.
Role: Creative Director at Greenlight
As Creative Director at Greenlight, I led our creative relationship with agency partner Haymaker and collaborated with their team through the creative concepting, shoot, and post-production of this campaign.
Greenlight has expanded its product offerings over the past year, so we saw the opportunity to develop a commercial and campaign that told a richer story about Greenlight's new and existing offerings. The final commercial roster includes :15 and :30 spots about Investing, Family Location Sharing, Direct Deposit for Teens, Savings Goals, and Chores.
No more money in the mattress
Our brief was to find a memorable, recognizable creative hook that will stand the test of time in the market. These spots lean into humor and nostalgia that both parents and teens can enjoy.
One area I focused on particularly was the product integration, ensuring we presented a clear "problem : solution" setup. It was also very important to balance showing the Greenlight app to educate viewers without taking away from the magic and humor of the spots.
Lights, Camera, Shadow Shoot!
I worked with Greenlight Art Director Caroline Shyu and Haymaker Art Director Leslie Lechner to capture still photography on set, shot by Kailee Mandel Photography. We worked sequentially following each motion capture, art directing different combinations of talent to create warm family learning moments and sibling bonding moments. These stills were crucial for our in-house Greenlight brand design team to activate the campaign across different channels, and update our brand photo library with fresh faces.
Campaign Extensions
I guided our internal brand design team to activate this campaign across Greenlight's owned and paid channels (organic social, CRM, paid social, paid display ads). I designed a new Website Homepage Hero carousel treatment to celebrate our new photography and messaging.
Greenlight Brand Team: Helen Dear (Creative Director), Stephanie Zajac (Sr Brand Manager), Devin Zimmerman (VP of Brand), Allie Hansen (Director of Brand Ops), Anna Heckman (Sr Growth Marketing Manager), Caroline Shyu (Art Director), Nicole Hamilton (Social Media Manager)
Agency partner: Haymaker
Director: Ruganzu Howard
Photographer: Kailee Mandel Photography
Production: Epoch Films
Helen Dear
Contact
hddear@gmail.com
Social
LinkedIn, Instagram, Working Not Working
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in Atlanta
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