JP Morgan Chase Detroit's Model for Impact
Role: Lead Creative - concept, directed 17-hour 1 day shoot, lead for all pre & post-production and social asset creation.
We turned a 40 page Corporate Responsibility report on JPMC's $100 million+ investment in Detroit into a 2 minute video, featuring a Detroit artist hand lettering the most impressive statistics.
Across the board, Detroiters loved it, and the campaign beat every benchmark set on social, including 5.2 million views across Facebook, Twitter & Instagram (18 million+ impressions), and a 31% view rate for Facebook (2.4x higher than JPMC's 9% historical benchmark average).
In addition to our hero video, we created an alternate edit, without VO and focused entirely on the board, for A/B social testing, along with a :30 cutdown for Twitter focused on the time-lapse creation, an Instagram Story ad, Linkedin content, three Facebook carousel units (both still and video), custom Snapchat filters geotargeted for Detroit Startup Week, and a promoted post by the artist to his own Instagram channel. Joseph's post garnered a ton of positive feedback, and generated a number of earned media mentions in the form of reposts throughout the design community on Instagram.