Whether someone is opening their first checking account or planning for retirement, Patelco Credit Union empowers its members by meeting them where they're at. That people-first approach deserved a brand campaign that felt just as personal.

To build awareness and connect authentically, we moved away from stock photography and put real Patelco members at the center of a 10-part content series.

The goal was to share honest, relatable stories to build trust and community – so the membership benefits could speak for themselves. I pitched the concept, led campaign development, helped cast the members, and wrote personalized interview questions to guide the messaging. On set in the Bay Area, we visited each member’s home to film the interviews and captured b-roll to help bring each story to life. The campaign increased new memberships, and it gave Patelco a fresh, resonant voice rooted in real experiences.