Citizens

DEBIT CARD FRAUD CAMPAIGN

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

My Roles: Concept, Video/YouTube 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 Colleague talent

Project Overview

Aligned with Cybersecurity Month, I concepted, art-directed, designed, animated, and produced an omnichannel creative campaign. The campaign drove debit card security awareness to a (new) digital learning page on dotcom. 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 image, 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.