Developed an integrated campaign for The Financial Gym that positioned its planners as your new B.F.F. — Best Financial Friend — reframing financial organization as approachable, empowering, and even fun. Led the creative concept and art direction for a photo and video shoot featuring real employees to authentically bring the idea to life. Executed the campaign across a redesigned website with integrated assets and a supporting social media rollout, ensuring cohesive storytelling across all platforms.