Brand Campaign: What Matters Most
Role: Associate Creative Director (Lead Writer & Brand Strategy)
Scope: Campaign concepting, brand messaging architecture, script writing/editing, and cross-channel copy rollout.
The Ask
Develop a brand-level campaign that demonstrates how TD has its customers’ best interests in mind when developing new products and services—like Early Pay.
The Approach
We traded corporate financial jargon for confident, human-first copy across online video, digital acquisition ads, and in-branch messaging.
The Impact
Shifted consumer perception from transactional banking features to empowering financial tools that make life easier, increasing brand awareness and affinity and establishing a scalable voice framework for future rollouts.
It’s your money.
Two days early.
Considering many competitors already offer advance direct deposits, we kept the messaging grounded in our TD Early Pay brand campaign. Instead of over-hyping, we leaned more into how this service makes life easier, and how it comes free with every TD checking account—no enrollment required. That’s how TD makes payday Unexpectedly Human.
