At Critical Mass, I spent 2.5 years working with a small California based bank known for its entertainment clientele. Anyone who has worked in banking knows it’s a tough, heavily regulated category, but I still managed to create some engaging work.
My primary responsibilities on the account focused on CRM, owned social, and digital. But I also contributed to integrated campaigns, headlines, long-form copy for an annual Consumer Social Responsibility report, content videos, as well as radio and event activations.
Below is some work that past the NDAs.
A high profile Fortune cover wrap, extended into out-of-home as part of a larger CSR campaign spotlighting the bank’s community impact.
Instead of telling our story, we let our clients tell theirs, turning out-of-home into a platform for real voices.
A series of ads developed for the bank’s sponsorship of the Tony Awards, including the headline “For the city that has no intermission,” which successfully made it through focus group testing to production.
And the UX experience for a Referral based CRM campaign.
Using Instagram’s censorship filter in a tongue-in-cheek way to spotlight LA’s best restaurants.
Agency: Critical Mass, LA, Calgary, Toronto
Client: City National Bank
Creative Director: Mike McGrath
Associate Creative Director: Dan Spooner
Art Directors: Jordan Heidendahl, Alyssa Bowman
Senior Copywriter: Nima Samadi