Creative development included strategy, ideation, storyboarding, research, copywriting, art direction, briefing creators, and full project management.

Working within strict brand guidelines, the focus was on uncovering sharp, targeted copy that truly connects with distinct audiences. We segmented the market by card type — Gold cards versus cashback cards — and tailored messaging to highlight the benefits most relevant to each group.

The strategy was rooted in understanding what matters most to each audience and finding the right tone and language to engage them effectively despite the creative constraints.