Greenlight Real Family Stories
Greenlight Real Family Stories
Greenlight Real Family Stories takes a lighthearted approach to authentic family storytelling. Families who use Greenlight every day are stars of this campaign as we see their kids' unexpected maturity — from first learning about money to making a first investment.
TV and photography captures are docustyle, capturing surprising moments of character and humor. Out-of-home campaign extensions feature eye-catching, quippy, relatable messages, focused on the unexpected maturity and wisdom kids develop as they grow up with Greenlight. I was the Creative Director and Designer on this campaign, working closely with Brand Team leadership (and amazing production company StatementOf) to concept and execute.
Photoshoot
We captured stills of our families to support the campaign extensions. The chosen locations – from suburban to urban to rural – provided diverse backdrops, while each family brought a unique story and product perspective. I provided the art direction in advance of the shoot, and conducted real-time virtual art direction over Zoom during the shoots.
Real families, real cities
The out of home campaign deployed in Chicago and Dallas, activating a number of billboards, trucks, and digital signage near schools and high-traffic zones to maximize family viewership.
Greenlight Team: Sophie Duncan (Copywriter & Senior Content Manager), Michael Rosenau (VP Brand), Jason Gold (VP Design)
Production Company: Statement Of
Director: Alex Markman
Photographer: Meredith Jenks
DP: Andrew Masso
Editors: Scott Palazzo, Nolan Funk
Motion Graphics, Finishing Post & Score: Belier