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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.

Project Roles
Art Director, Content Producer, Director
Art Direction, Conceptual, Content, Creative Direction, Design, Editing, Post-Production, Social
Social Media Content, Branded Content, Advertising
Project Industries
JP Morgan Chase Detroit's Model for Impact