The Brief:

JPMorgan Chase’s content team was created as a brand innovation center of excellence, with the mandate to introduce experimental storytelling that aligned with the bank’s businesses. So, in 2018, I launched “Resilient America,” a campaign that profiled everyday people sharing how they bounced back from personal financial challenges.

What I Did:

As executive producer, I built a team of external producers to find the right mix of subjects for the campaign. We interviewed the subjects, and wove their stories into short videos and text-based narratives in their own words. We paired those stories with text-based, actionable personal finance articles — for example, one article was headlined, “How to prepare for a financial shock.” The campaign was among our most successful content programs in 2018. The success of “Resilient America” demonstrated the power of authentic, first-person narratives that don’t overtly mention a brand or product.