TCF Bank

After completing an extensive research process for the national banking institution, we were tasked with giving the brand a facelift and a new tone of voice to coincide with the launch of the new ‘Free Checking’ promotion. We started by coordinating and directing the clients' first-ever photo shoot, capturing fun shots of models against looking different directions. This visual device was incorporated to direct the viewers' eyes to the headline on each piece. The result was an exciting, fresh look delivered in a comprehensive integrated campaign including outdoor, transit ads, digital ads, radio and much more.

Responsibilities: Creative Direction, Copywriting, Art Direction

Creative Director, Copywriter

TCF Bank

2012

Branding, Advertising Campaign, Copywriting