Mr Cooper Brand Launch

I was the Creative Director and copywriter on this project. A couple of years ago, Nationstar--the biggest non-bank home lender in the country--came to us with an interesting question: "What should we do?" Their reputation had gone through the hell since the mortgage crisis of 2008, and they were looking for a change. So we suggested one thing: Start completely over. And they did. We changed the name of the company to Mr. Cooper, gave them a completely new identity and developed the launch campaign that included an anthem video featuring Michael Jackson's "Man in the Mirror" (about a man--or company--that took a long hard look at himself before realizing he needed a change). We even worked with Nationstar to help them change the way they did business, creating new programs and products to make good on their effort to become a more human home lender. The company just launched in late August, and so far, so good.