Greenlight's premier Super Bowl spot "I'll Take It" uses humor as a vehicle to shine a light on the importance of financial literacy and to empower the millions of parents watching the big game to raise financially-smart kids. America's Favorite Dad Ty Burrell makes a series of outrageous financial decisions until he finds out he is broke, setting up "The Greenlight Moment" that lets a dad and his financially-savvy kids shine.

As Creative Director at Greenlight, I collaborated with agency partner Haymaker to concept and execute the spot, ensuring all creative output aligned with the Greenlight brand and product vision.

Premiering at the Super Bowl introduced Greenlight to millions of families for the first time. The spot "I'll Take It" has 1M+ views on YouTube and reached millions more across Facebook, Instagram, and TikTok. Following the Super Bowl debut, we saw a dramatic spike in site visitors and Google searches of Greenlight. We also saw a signficant lift in Brand Awareness via our user surveys. (Exact numbers are confidential.)

“Modern Family star Ty Burrell’s shopping spree renders him broke but is a useful teaching moment for parents who use the financial app to school their offspring in spending and saving do’s and don’ts. Witty, perfectly paced. I’ll take it.” —Chicago Tribune

Modern Family Finance
I collaborated with Haymaker Creative Director Richard Fischer to art direct a photoshoot with Ty Burrell and cool teen Alexis. We worked with photographer F Scott Shafer to shoot Ty and Alexis interacting with the Greenlight app and debit card, capturing their dynamic energy through stills and GIFs. We tapped into Ty's exaggerated facial expressions and comical poses to position him as Alexis's hype man as she learns about the world of money.

“Ty Burrell serves as a prime example of what can go awry with wild spending-spree antics as the family fintech company focuses on a worthy cause: helping parents raise financially-smart kids.” — USA Today

Campaign Extensions
I guided our creative team to activate the "I'll Take It" campaign across Greenlight's owned and paid channels: website, organic social, CRM, paid social, and paid display ads.

Ty Learns Money
Cool teen Alexis teaches Ty about money (and how Greenlight helps her earn, save, and invest) in three product-focused digital shorts. Where Ty is the source of energy and comedy, teen Alexis matches him with quiet confidence and teen authenticity. I collaborated with Haymaker to inform how the Greenlight product shows up in these shorts.

Behind The Scenes & Press
The "I'll Take It" commercial was unveiled in CBS's Super Bowl Greatest Commercials exclusive (alongside this Behind The Scenes video). The Super Bowl campaign was featured in 130+ press articles, rising to a number of 'top favorite' lists.

I'm so grateful to work with this incredible team of partners & leaders, and have had the opportunity to bring Greenlight's mission to such a big stage in such a fun way!

Greenlight Brand Team: Helen Dear (Creative Director), Devin Zimmerman (VP of Brand), Erin Adams (Brand Marketing Director), Allie Hansen (Director of Brand Ops), Jessica Tenny (PR Director), Anna Heckman (Sr Growth Marketing Manager), Alex Torres (Senior Digital Designer), Rachel Hamilton (CMO)
Agency partner: Haymaker
Director: Harold Einstein
Photographer: Scott Shafer 
VFX: The Mill

Helen Dear

Contact
hddear@gmail.com

Social
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in Atlanta

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