Brand Campaign & Cash Card Relaunch
Role: Associate Creative Director (Lead Writer, Brand Strategy)
Scope: Campaign concepting, brand messaging architecture, video script writing and co-direction, and multi-channel copy rollout across OOH, social, and digital deliverables.
The Ask
Build mass awareness around TD’s new brand platform ("People matter most") while driving applications for the revamped flagship TD Cash Credit Card, featuring customizable rewards categories.
The Approach
Ground the campaign in human, relatable moments—demonstrating how TD shows up in the everyday moments that matter while empowering customers with control over their rewards.
The Impact
Elevated TD Cash to the brand level for the first time, driving increased awareness, sales, and emotional resonance with audiences. Established a flexible, story-driven messaging framework for the credit card product suite going forward.
