Growing Trust Through Stories
Industry
Financial
Client
Creative Director
Problem
Brand Distance
Solution
Real Stories
After the pandemic, U.S. Bank sought to strengthen trust and approachability by highlighting the real impact of small businesses within their communities.
I pitched and led the creative direction for a storytelling series designed to humanize the brand through authentic, unscripted narratives. We focused on small business owners whose stories reflected resilience and community impact.
The process began with remote interviews to shape high-level story arcs and define production needs, followed by on-location, unscripted interviews at each business. I translated these conversations into structured narratives, identified key moments, and worked with our production partner to define the necessary b-roll coverage.
We produced three short-form videos over a three-day shoot around the Twin Cities, which launched on U.S. Bank's YouTube channel and customer education blog, and remain available today.
