SunTrust

Shine

Client

SunTrust

Objective

In the shadows of a devastating financial crisis and amidst systemic distrust of institutions, people needed to believe in a bank again.

Role

Copywriting – Creative Direction – Digital – Documentary – App Development

Solution

We reimagined SunTrust as an authentic beacon of hope—and the philosophy of ‘Shine’ was born. This fully integrated effort touched every facet of SunTrust, transforming the very way they do business.

“WE ABANDONED THE COLD BLUES OF BANKING AND LET IN RAYS OF OPTIMISM, TREATING THE SUN AS A SUPPORTING CHARACTER.”

When a loved one dies, a family makes room for what’s really important. Campaign directed by Melodie McDaniel.

A story about the emotional and financial challenges of raising an adult child with Autisim.

The making-of documentary featuring Patrick Storey, an autistic actor and his selfless father, Jim. Directed by Mark Musto.

Print executions feature authentic stories of struggle and triumph, married to personalized hand-drawn 'glyphs' and warm, optimistic tones.

The YouTube hub takes a unique, circumstance driven approach to engaging with customers. It offers compassionate utility in the form of videos, tips and social initiatives designed to help people reach goals – not sell products.

The “Shinify Your Photo” app embodies the belief that everyone can achieve financial well-being – and gives them a chance to express it in their own way. People can select their favorite photos and add visual treatments to create their own shining moments to share with others.

By any metric—brand consideration, social media engagement, acquisition—‘SHINE’ continues to be a huge success.

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