A social content series centered on small wins, big goals, and financial equity in motion

Nothing But Net Gains

THE BRIEF

30% of people put off financial goals due to a lack of confidence. They don’t take the steps because the destination feels out of reach. As a WNBA Changemaker and financial institution that helps people thrive, U.S. Bank aimed to highlight their commitment to financial equity and success.

THE SOLUTION

A reminder that goals can feel distant, but every small win counts.

THE PROCESS

The visual language for this series is inspired by the pacing and texture of sports documentaries. The grain, the intimacy, the rhythm of conversation layered with motion all blend together to tell a grounded, aspirational and authentic story. From wardrobe and styling to colour and tone, I helped guide the creative to feel just as real. Working closely with the team, I developed early moodboards and helped shape the narrative through stying references, pacing cues, and conversational flow.

Initially, we planned to shoot on an outdoor court, using the natural light and energy of the city as a catalyst for hard-hitting conversation. But, the weather forecast forced a pivot, and we relocated indoors just weeks before filming. Initially a disappointment, this adjustment ultimately worked in our favor, adding warmth and focus to the final edit.