What's Your Why?

PNC Bank needed a powerful way to tell the world that they help clients find their purpose for creating wealth.

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, social ads, print and out of home.