Greenlight Brand Photoshoot

Greenlight is the family fintech company on a mission to help parents raise financially-smart kids and teens. As Creative Director, I lead our team in evolving the brand to be more modern and relevant for teens.

One major way we elevated the brand was through a new photoshoot. We captured genuine family learning moments, authentic expressions, and celebrated teen independence. We evolved the photo style to be more appealing to teens with a diverse group of talent, thoughtfully-selected locations, and modern sets & wardrobe styling, while ensuring relatability to all families.

Role: Creative Director at Greenlight

Photographer: Kirsten Thieman

Independent Teens

Whether it's between parents and teens, or teens together, Greenlight is the catalyst that helps young people learn about money. The magic is not just in the product; it's the connections and conversations that are facilitated by Greenlight. Our photos capture these moments and show the product. We delivered three categories of photos to tell the story of Greenlight: Independent teens, Conversations at home, and Focus on the product.

Conversations at Home

Focus on the product

Building trust & awareness
This photoshoot refreshed our image library, allowing us to tell a broader range of stories as we launched new products to new audiences. Showing authentic teens in real environments also builds trust in the brand. We activated these photos on our website as well as in organic & paid social, blog, digital display ads, and CRM.

@greenlightcard
We also captured iPhone snaps and boomerangs while on set. This type of content typically performs better in both paid and organic social — the casual quality of the images feels more native to social platforms.

Customizable and quick-turn
We knew we would want to tell different stories with the same images. By using a dummy card, green-screen phone, and setting up the raw image files with smart objects, it's easy for our team to swap card images and app screens with minimal clicks.

Set & wardrobe styling
We brought authenticity and self-expression to wardrobe and set styling, while making sure we didn't distract from the talent or product. It was important to create a cozy family home that was contemporary but still felt lived-in and celebrated the imperfections of everyday family life. The same went for wardrobe: demonstrate teen fashion and independence without skewing too trendy or inaccessible.

Team
Creative Direction: Helen Dear
Photography: Kirsten Thieman
Art Direction: Josh LaFayette & Samantha Richardson
Producers: Allie Hansen & Leah Roth
Set styling: Giana Shorthouse
Hair & makeup: Katie Eidecker

Helen Dear

Contact
hddear@gmail.com

Social
LinkedIn, Instagram, Working Not Working

Made with ❤️
in Atlanta