WELLS FARGO

The Challenge: Wells Fargo needed to rebuild trust and drive meaningful engagement with Black and Latino communities representing $6+ trillion in purchasing power, while addressing the homeownership gap through culturally relevant marketing that could overcome historical skepticism of financial institutions. My Role: Art Director, Quantasy + Associates What I Did: Led creative strategy and a team of 6 designers developing innovative multicultural campaigns for Wells Fargo's national financial inclusion initiatives. Pioneered a gamified marketing approach that transformed traditional homeownership campaigns into interactive digital experiences, increasing engagement rates by 90% over standard banner ads. Directed development and execution of national campaigns celebrating diverse communities (Black, Latino, Asian, LGBTQ+) across physical installations, digital platforms, and traditional media. Partnered with Wells Fargo's diversity and inclusion leadership to anchor national campaigns in cultural authenticity, overcoming historical community skepticism through nuanced storytelling. The Impact: Delivered 10% increase in campaign engagement and 35% boost in homeownership resource downloads through a culturally informed creative strategy. Created a replicable framework for financial services marketing to diverse communities that Wells Fargo expanded across additional regions. Leadership & Scale: Managed creative team of 6 | Led national campaigns across 12 markets | Partnered with client directors on diversity strategy | Developed agency capabilities in financial services marketing Key Deliverables: Gamified digital experiences | Interactive installations | Multicultural campaign creative | Video advertising | National campaign strategy | Digital & print advertising | Cultural marketing framework