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. Their biggest obstacle? The destination feels too far away and out of reach. As a WNBA Changemaker and financial institution that helps people thrive, U.S. Bank wanted to highlight their commitment to financial equity and empower their audience to confidently pursue financial success.

THE SOLUTION

A content series to remind our audience that goals can feel distant, but every small win counts.

THE PROCESS

The visual language for this series was 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 vulnerable and authentic. Working closely with the team, I developed early mood boards and helped shape the narrative through styling 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 change that moved us indoors just weeks before filming. Initially a disappointment, this pivot ultimately worked in our favor, adding warmth and focus to the final edit.