Fifth Third Momentum Documentary

Background: Fifth Third launched a new contest to pay off more student debt at the end of the month for those using the Fifth Third Momentum app.

Idea: A documentary depicts Jasmine Ford’s story. As a single mother, she works two jobs, six days a week, and is saddled with student loan debt she never thought she'd pay off. Fifth Third Bank surprised her by paying off her $185,000 student loan.

My role: Art directed the campaign, documentary, and social amplifications.

Results: We garnered attention and exposure on Good Morning America, ABC, NewsOne, and Fox. The overwhelming public reaction to our initiatives led to a remarkable development: Fifth Third Bank has decided to extend their support by paying off student debt for two more individuals, establishing it as an annual recurring campaign.