Feliz | Firstmark Credit Union

We embarked on a comprehensive research journey to connect Firstmark Credit Union with a younger demographic (18-25-year-olds), analyzing successful campaigns from credit unions nationwide. The goal was to uncover what resonates with this audience while staying true to Firstmark's San Antonio roots.

With the client's objective clear, we initiated focus groups with current and potential customers. We tested four characters and video concepts to gather insights on what would best engage this younger audience. Leveraging AI, we developed storyboards and explored various themes and scenarios, allowing us to experiment with creative possibilities efficiently.

The results pointed to a female character in her late 20s to early 30s who embodied the role of a financial educator. This persona resonated deeply with our target audience, as she represented a mix of relatability, intelligence, and warmth. Thus, Feliz was born. She is not just a character; she embodies San Antonio's spirit—intelligent, witty, and genuinely caring. For younger audiences, she's the big sister or favorite teacher they look up to; for older demographics, she's the respected niece or coworker they trust.

To further cement this connection, we developed the tagline: "For all your financial firsts, Make your mark at Firstmark," positioning Feliz as the guide through life's important financial milestones.

This led to producing four original commercials, ensuring that every shot reflected Feliz's warmth and authenticity. My role extended to capturing photography for social media, the website, and billboards, maintaining visual consistency across all platforms.

In addition to directing and photography, I wrote and edited social media content, including Instagram carousels, all centered around the theme of Financial Education. Each piece was designed to be engaging, informative, and aligned with Feliz's voice and character.