The Challenge
National Brand Campaign | 3-Spot Series (Vacation / Home / Business) Big financial decisions don’t start with numbers. They start with a future someone wants badly enough to plan for. For Synchrony’s High Yield Savings launch, we created a national campaign built around three relatable goals: taking the family trip, remodeling the home, and starting a business. Each spot was designed to feel intimate and human, like a real snapshot of progress, while still delivering the clarity and structure needed for performance marketing.
The Goal
Synchrony needed to drive awareness and new account openings for their High Yield Savings product, in a category crowded with lookalike financial messaging. The ask wasn’t just “make commercials.” It was: make people feel the reason to save, then make the product make sense. We also had to produce multiple spots efficiently, with consistency across the series and flexibility for rollouts, cutdowns, and platform needs. This series was designed to: Build belief with real-life stories people instantly relate to Educate clearly without sounding like a financial ad Create a repeatable campaign system (3 stories, one message architecture) Deliver a full asset suite for national distribution and ongoing usage Drive action: support new account openings through clear value positioning
The Creative Approach
We treated each commercial like an “intimate look” at a life moment, saving up for something meaningful, then used visual storytelling and pacing to connect the product to the emotional payoff. Instead of traditional talking-head finance, we built the story through photo-driven sequences and carefully structured moments that feel real, warm, and personal. Each spot had its own character arc, but shared the same campaign DNA: progress → possibility → payoff. The Three Stories Our Vacation — a family saving and traveling to Hawaii Our Home — a couple remodeling and making their space feel like “theirs” Our Business — a founder launching a coffee shop and betting on themselves This gave Synchrony a cohesive campaign with three different entry points for different audiences, without diluting the message.
Production Highlights
3 national commercials built as a cohesive series Managed full pipeline: pre-pro → production → post → delivery Designed for scalability: a campaign structure that made future cutdowns and variations easy Delivered a complete asset suite organized for cross-platform distribution
Behind the Lens
As Executive Producer and Director, I led the campaign end-to-end across creative planning and execution: Concept alignment + narrative structure across all three spots Pre-production leadership: planning, scheduling, shot strategy, and logistics Production execution: directing performance, capture, and story continuity Post-production leadership: pacing, selects, story clarity, and delivery management Stakeholder communication across creative, marketing, and approvals Final delivery of all core spots + supporting assets for distribution
The Impact
The campaign aired nationally and performed as a strong driver for new High Yield Savings accounts, combining brand-level storytelling with performance clarity. Beyond the immediate results, the bigger win was strategic: Synchrony gained a repeatable framework for making financial products feel human—without sacrificing the message or the call-to-action.
