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 a storytelling campaign 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.
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. The videos also served as content to be sliced and distributed across digital, social and web channels throughout the year.
