Citizens

DEBIT CARD FRAUD CAMPAIGN

strategy & concept  |  video art direction, design, and social animation  |  digital & social

Project Overview

Aligned with Cybersecurity Month, concepted, art-directed, designed, and produced an omnichannel creative campaign. The campaign drove debit card security awareness to a (new) digital learning hub. This included the customer journey from discovery on social media, to learning more on dotcom, to applying for a debit card.

Challenge & Strategic Opportunity

Shift the narrative: The challenge was to pivot from fear cues toward an empowering, confident tone that appealed to mass-affluent and prospective retail customers.
Elevate existing high-value assets: While the core Debit Card Fraud and Safety Tips article already performed well organically, it required a visual overhaul to increase engagement, dwell time, and conversion.

Creative Strategy & Execution

Modernized content design: Redesigned the main dotcom article with a high-impact hero imager, scannable infographic, and prominent visual CTA designed to lift user engagement.
Empowering visual language: Developed visual assets that reinforced safety, confidence, and the seamless everyday usability of the (Citizens) debit card.

Business Impact & Strategic Value

Modernized top-of-funnel educational touchpoints to reflect a confident, modern brand voice.
Transformed static text-based guidance into a visual learning hub, increasing content consumption and driving organic search authority.

My Roles: Concept, Video Art Direction, Design, Social Design & Animation, and Production
In Collaboration with Lead Copywriter: Jodi Tormey

Video Shoot and Editing:
Video Script, Jodi Tormey. Greenhouse Video team: Ion Sokhos, MC, Alex Champoli and Katie Covino, and Colleague talent

YouTube Long Form Video and Short

Click on image to view videos

Social Media Posts