What do romantic comedies and the unparalleled service of a bank to their customers have in common? The main character (or customer) doesn't have to go out of their way to get attention.

As the creative director and executive producer, I worked with teams of designers, copywriters, videographers, and musicians to plan, coordinate, and execute a production to bring our concept to life. The result was a single, 18-hour shoot on a blustery January day in downtown Wilmington, NC, involving over 200 professionals in the cast and crew. The work did not end there — after our team put together some of the video and still assets, I conducted over 300 hours of user tests and interviews to gather qualitative feedback on various versions of the copy and sequencing of the creative. The result was a campaign the whole team was proud of, ultimately becoming the first Super Bowl commercial Live Oak Bank has aired.