Creative Director of experiences, photography, and video.
Creative Director of experiences, photography, and video.
Creative direction for Citi Bank x Live Nation featuring their extensive concert ticket benefits. The script and art direction for this brevity focused work captured a youthful use case of the on-demand feature. The spot features fluid casting in a relatable setting and embraces the music super fan's commitment to expressive concert fashion.
The objective of our storytelling was to highlight this underused benefit for Citi card holders with the goal of increasing current card-holder spending and attracting new sign-ups.
With brevity of the OLV in mind, the art direction of this spot was important in communicating more to our audience than was said. Subtle nods to the pre-concert ritual mirrored human insights that we identified amongst Citi card users.
Citi bank was welcoming to our continued advocacy for trans representation within the banking space.
We took pickup shots in between scenes to extend the life of the campaign and maximize the output of the production. Using a manual camera offered a lo-fi, filmic quality for dozens of new content pieces that were perfect for use across social accounts. This content felt more approachable than the more polished spot and allowed us to tell an alternate GRWM storyline.
The original script shown here glimpses into how this story was intended to capture 3 character stories in total. While the final product would focus on only one story, this more robust approach would offer further opportunities for cut-downs, remixing, and targeting and is a good representation of how I like to concept.