First Citizens Bank

Project: First Citizens Bank Campaign
Role: Art Director
Scope: Create agency concepts for Small/Medium Business Deposit Growth Campaign 
Timing: 27 days
Tools: Adobe Illustrator, Adobe Photoshop, GPT-4, Midjourney

The campaign brief aimed at small to mid-sized companies, with success defined by increased deposits. Believing strong dissatisfaction prompts bank switching, I created problem-focused campaigns highlighting small business owners' frustrations. I used metaphorical visuals to make light of these issues to create a tongue-in-cheek campaign that said, “We get it, and we’re not the bank annoying you. Check out what we offer.”

I find it difficult to propose a concept unless I see its potential for wider application. To ensure campaigns extend beyond a single image or headline, I create multiple designs for each concept. While this can take more time, it gives me confidence to present an idea that can evolve into a broader campaign.

using AI

I used GPT-4 to help with research on the types of frustrations a small-business owner would encounter with their bank. I used Midjourney to help create the visuals to be used in the agency pitch to the First Citizens Bank team.

Client SelectS

Frustrations (Part 1)

I always appreciate being able to play with metaphors. Buried in paperwork? Frozen out of your account? All the red tape? Taking the various issues a small business owner faces with their bank gave me room to play. This was the winning direction for the client. (But there is a Part 2 for a reason.)

Frustrations (Part 2)

The brief changed part way through the project. Instead of small businesses, the target audience was now the large, corporate accounts. The images from Part 1 had to reflect this change. This was the final approved direction from the client for the UK team to take over.

RUNNER-UP Concept

Giants of Small Business

This was the other concept that made it as a finalist in the client pitch. It offered the most grounded, real-world approach. The subjects in the campaign could be both universal and region specific. From a practicality standpoint, this whole campaign could be executed with a couple of well-planned photoshoots. I honestly thought this concept would be the final select.

Initial Concepts

Generic Bankers

Research showed that First Citizens Bank managers are deeply connected to their communities, a personal touch often lost in digital banking. This stands in contrast to generic corporate managers. Each toy represented various business owners, covering diverse ages, genders, and ethnicities. The potential to create physical figures for branch giveaways presented numerous viral marketing opportunities.

Weekly Comics

The Just Global Executive Creative Director, knowing I am a comic book fan, challenged me to create a comic book version of the campaign. Challenge accepted. I took inspiration from “Prince Valiant” in Sunday comics, focusing on simplifying deposits for small business owners. My initial pass used several metaphors around a single headline. Each protagonist's thought, “There has to be a better way,” served as a call to action and showed we understood their pain points.

In my second pass, I opted for a serialized approach to see if Midjourney could keep characters consistent across various scenes. With GPT-4, I integrated specific banking issues faced by business owners. Stylized headlines tied the visual metaphors to real-world problems. The protagonist’s thought bubbles addressed specific financial issues, both educating readers and acknowledging their challenges..

Radical Banking Idea

This concept avoided metaphors and focused on personal stories and businesses supported by First Citizens Bank. Radical Idea #37 emphasized that personal service should be standard, not premium. The key subtext was, “we see you.” This could expand into a series of “Radical Bank Ideas” for a larger campaign. Like the SMALL BUSINESS GIANTS concept, RADICAL had legs and could be executed with a few well-planned photoshoots.