Brighthouse Financial Social Media
THE CHALLANGE:
Truist needed a visual identity flexible enough to scale from a single Pinterest campaign into a full paid media and video rollout across social channels — one that kept the tone rooted in Truist's stability while giving a fresh angle for the younger, wealthier audience they were targeting with a new line of expert-backed investment advice.
I collaborated closely with strategy from the earliest concepting stages, helping develop three audience personas that shaped a series of articles built around the lifestyle this audience was already part of.
THE SOLUTION:
The Pinterest campaign expanded into five concepts built around the personas' interests and lifestyles, combining stock imagery and motion graphics with an energetic tone. I developed the visual direction and type treatment across every format.
Separately, I contributed to social assets and video for a Truist article on the partnership between a Truist managing director and Kobalt Music's CEO; creating a director's treatment with a shot list, location scouting, and a storyboard for a shoot at Kobalt's California office.
