01 — Client work
A campaign hero video and digital campaign helping audiences understand how financial institutions support small business growth.
the work
The Backed by Banks campaign needed to make a complex institutional story feel more concrete: how large financial institutions support small businesses, and why that support matters to the broader economy.
I led on AI-assisted copy development, and for the hero video supported creative direction, voiceover actor casting, and recording session direction. Across the campaign, I also translated performance data into strategic insights.
The work centered on turning an institutional message into a more concrete story, connecting financial infrastructure to real small-business growth.
The campaign reached more than 3 million people across social and CTV, achieved a LinkedIn click-through rate three times the industry benchmark, and left 92% of key audiences feeling more informed after exposure.
client
501(c)(4) advocacy campaign
engagement
AI-assisted copy development, creative strategy & performance analysis
year
Summer 2025
campaign impact
people reached across social and CTV
LinkedIn CTR vs. industry benchmark
of key audiences felt more informed after exposure
selected work
The hero video and the small businesses at the center of the story.
The small-business narrative
Backed by Banks · the campaign
Human, not institutional