Navy Federal Credit Union
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GEN Z (FINANCIAL) EXPERTS

Navy Federal wants to connect more with their Gen Z members, but credit unions aren’t exactly the trendiest brands around. But Gen Z values transparency, so we decided to lean into that by admitting that Navy Federal may not totally get Gen Z, but they do get their finances.

So we created Gail, the NFCU rep who’s taken it upon herself to connect with her younger members, no matter what it takes.

/FILMS

/TIKTOK she’s doing her best.

/BTS of Gail’s desk

/MY ROLE
idea conception through production.

We came up with Gail, and in the process of pitching her, made a bible of slang terms and what they mean. She came to life with the help of a brilliant comedy director and her team in Portland, OR.

AD: Rachel Cerchiari
CW: Kathryn Nicolai
ACD: Albert Breitwieser
CD: Jon Ruby
Director: Alice Mathias
Made at MullenLowe