After only two weeks on the job, I set out with our senior-most art director and motion designer to concept, write, and create the start up’s very first auto refinance commercial. NBD.

Growth marketing is no creative’s first choice, but that didn’t stop us from infusing agency-inspired processes and ad creative standards into what could’ve been an otherwise boring piece of marketing.

Creatively, we didn’t have a big budget—so we were confined to The Stock Gods. That also meant that the spot needed to be script-driven, putting the pressure squarely on my shoulders.

But per ushe, I was more than up for the task.

the brief

THE INSIGHT

Many don’t consider refinancing their car because they either don’t think they can save more money or they believe they already have a low interest rate on their auto loan. In order to change that perception, we must educate our audience on auto refinancing and show them how they can save.

THE DIRECTION

Each of our concepts must pair humanizing visuals with VO that takes an educational approach with a conversational tone. Our scripts should focus on the value of savings, how checking your rate is the first step, and that Upstart has your back.

THE REQUIREMENTS

Any concept chosen can easily come to life utilizing live stock video and UI shots. VO audio of the script would overlay in the same cadence as seen in the storyboards.

My involvement in this project was as the sole copy creative director and script writer. Alongside my art creative director and motion designer, we concepted 3 video spots with fleshed out scripts—and persuaded leadership to choose the one we believed would have the most impact while being on budget.

The final product resulted in a script that was largely unchanged from its original pitch—however, the on-screen text became more direct response-focused and heavy than originally anticipated.

And to whomever wrote the Kenan Thompson Auto Trader commercial: I wrote “this isn’t a car commercial” first. Just saying.