Graphic Design | Marketing | Creative Direction

To reach home equity borrowers primarily between ages 45–65 during a tough rate environment, I led the creation of a bold, 1980s-inspired campaign rooted in nostalgia. Playing off the iconic Risky Business vibe and a twist on 80’s music, the concept transported viewers back to a more carefree era, helping them imagine the possibilities a home equity loan could unlock. By avoiding typical housing imagery and leaning into energetic retro fun, the campaign stood out and drove strong engagement.

Creative direction • Paid search, social, digital ads & streaming audio • In-branch displays (including a 3D interactive piece) • Full collateral design • Cross-functional coordination • Performance monitoring & real-time optimizations • Internal promotion for staff alignment

240 applications in 3 months • $8M funded loans • 4,000+ mobile app impressions • 9,000+ landing page visits