Whether someone is opening their first checking account or planning for retirement, Patelco Credit Union empowers its members by meeting them where they’re at to achieve financial wellness. And that’s pretty special, so we knew their first brand campaign needed to be, too. 

To help spread awareness and connect authentically with viewers, we moved away from stock photography and put real Patelco members front and center in a 10-part content series. Our goal was never just to sell products and services – it was to share real stories to create a sense of trust and community so the membership perks can sell themselves.

I pitched the concept to the client, lead the campaign development, helped cast the members we'd be working with – and from there wrote dozens of personalized interview questions to guide the story. I then headed to the Bay Area for the shoot, where we visited each of their homes and shot the interviews and b-roll footage to tie everything together. The result was a refreshing collection of videos that not only increased new memberships – they brought Patelco to life in a way that hadn’t been done before.