A high-interest savings account with no fees, no minimums, and no fine print. A genuinely good product in a category built on the opposite: teaser rates, shiny hooks, and the catch buried three scrolls down.

So we made the honesty the idea. The campaign called out the industry's oldest trick, the offer that looks great until the fine print takes it back, and positioned the PC Financial Money Account as the one with nothing to hide. No strings. No asterisk. What you see is what you keep.

As Creative Director, I led a team of three, an associate creative director, an art director, and a writer, from concept through pre and post production. We built the idea, sold it through internal stakeholders, directed talent on set, and saw it out the other side. The work had to earn attention in a feed people scroll past financial ads in, then hold it long enough to make one point: transparency is the feature.

This was the first campaign to put PC's new brand design system into market. PC Financial was the pressure test, and the work was well received at senior levels on the brand side, proof the new system could hold up in the real world, not just the guidelines deck.

Three social films for President's Choice Financial with Loblaw Agency.