Epilogue
✲ 98% budget allocation efficiency and generating over 10.5M impressions
✲ 62% higher CTR vs. the campaign’s 0.15% benchmark rolling average for Video
✲ 49% higher CTR vs. the Q3/Q4 campaign’s 0.20% benchmark rolling average for video
Chase
Creative Direction
Christopher Kokinos
Daniel Jones
Art Direction
Pedro Peguero Jr.
Jai Ricardo
Photography
Willie Petersen
Video
Lumenati
Producer
Cameron Grimes
Copywriting
Courtney Ryan
Strategy
Sofia Ortiz
Talent
1964
Wardrobe Stylist
Tiffani M. Williams
Industry
Finance
For this initiative, Chase wanted to create a campaign that resonated with the LGBTQ+ audience, signaling the Chase Freedom card as an ally to all its cardmembers. While Chase is very active within the LGBTQ+ community, no consumer-facing product of theirs had ever been specifically marketed to a queer audience. This was a chance for Chase to take a stand to generate greater brand awareness which previously fell on the side of corporate comms vs. consumer product.
I worked alongside our creative and strategy directors in shaping a campaign that expressed our "Freedom to Be" platform. I also led production in social media, animation storyboards, and web.
