Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
Integrated Campaign Leadership | Real Estate Secure Lending (RESL) | Mortgage Rollercoaster
Project type
Fully Integrated Campaign
Role
Creative Director
Brand Tension
RESL needed to connect with Canadians navigating rising mortgage rates and market uncertainty, without amplifying anxiety or undermining confidence. The challenge was acknowledging the emotional reality of the moment while reinforcing trust, stability, and long-term support.
Approach
I led the creative direction for an integrated campaign grounded in empathy rather than urgency. Drawing on cultural insight around the emotional gap between what buying a home is supposed to feel like and how it often actually feels, the work reframed market volatility as a shared, human experience.
Social executions were designed to feel native to each platform, applying partner learnings to optimize tone, pacing, and format without compromising clarity or trust. The result positioned TD as a steady, informed partner alongside customers through every stage of homeownership.
Where We Pushed/Where We Held
We pushed emotional resonance and metaphor to reflect the lived experience of uncertainty. We held tone, clarity, and reassurance to avoid fear-based messaging in a sensitive financial moment.
