Fifth Third Bank - Fee Shark Campaign

Background: Fifth Third Bank provides its customers with access to more than 50,000 fee-free partner ATMs nationwide. 

Idea: "Beware the Fee Shark" focuses on the titular fish that feeds on a strict diet of ATM fees. The bank leveraged Shark Week sponsorship with a fin-tastic mockumentary. The film is airing during summer’s must-see week of shark programming on Discovery Channel, the Discovery Go app, and Discovery’s Snapchat Show, Shark Week on Snapchat.

My role: Involved in writing, art directing, as well as the shooting production process. Led the art direction for the campaign expansion (online/offline channels).

Results: Primary bank consideration went up 16%.   

SHARK WEEEK MOCKUMENTARY

TV SPOT

SOCIAL GIFS

POSTER