My idea: What’s Your Why? It’s a provocative question that gets to the heart of why people put in the work, day and night. It’s human centered and empathetic. And, it’s a disruptive idea in an industry that just wants to talk about returns, percentages, assets, blah, blah, blah.
As a freelance Creative Director, I wrote the campaign idea, the broadcast spots with a diverse cast including a same sex couple, social ads, print and out of home.
Freelance Creative Director: Steven Townsend
Agency: Deutsch NY
![](https://freight.cargo.site/t/original/i/b5da1ad087d8bd1ccfdca1940f8cec6f768d35a2aa382eab9d442537263e02ba/PNC-Copy.png)
![](https://freight.cargo.site/t/original/i/0a91c82465f265140d6ff49496b4b1a5e2977302a50f8a2f87511ffecc937f0a/PNC-Social.png)
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