I’ve said it once and I’ll say it again: Growth marketing is no ad creative’s dream gig. But with the right strategic influence, you can convince even the toughest internal audiences that brand building is just as important as quick conversions.

And that’s exactly what we did.

As the senior-most creatives, my senior art director and I set out to convince internal teams that we can create cohesion in look, feel, voice, and tone—all while creating conversions and, almost more importantly, striking a tone that’s empathic to our audience’s financial situation.

While the numbers may not have always been on our side, we’re still proud of the creative result—that, in return, set the standards for how to discuss difficult financial situations in a way that wasn’t predatory but empathetic and relatable. 

Many more examples are available upon request.