The Project

The Problem: Financial decisions are fragmented and high-friction.

The Strategy: We focused on simplifying those moments through clear, benefit-led narratives. The framework reduces cognitive load, addresses key decision moments, and enables a scalable testing approach across acquisition.

The Concept: 'Flip The Script'

Each video opens with a relatable visual metaphor and negative quote someone might say to themselves when frustrated with their finances. Credit Karma quickly comes in with a clear solution and "flips the script" to turn the quote into something positive and confident. The approach is designed to make complex decisions feel simpler, using relatable moments to draw people in and clear product storytelling to move them to action.

Design + Art Direction: Caitlin McCloskey

Copy: Daley Cline & Chiara Gustafson

Creative Direction: Janete Chun & Matt Stafford

Animation: Mark Aguilar