Year. 2025
Client: Navy Federal Credit Union
Project Overview. Navy Federal was experiencing a slowdown in membership growth, and previous advertising efforts had yet to prove efficient or effective. They needed a fresh, results-driven approach: one that could drive consistent membership throughout the year. Our goal was to build urgency and demand by reshaping their story, grounded in prospecting insights and Veteran research, while staying efficient with creative production.
Our solution? Big Deal—a concept built on the idea that trust isn’t just given, it’s earned and reinforced over time. Whether it’s life’s biggest milestones or everyday decisions, Navy Federal shows up in a big way for its members; because in this community, every concern matters and every step counts.
Team. CD: Tamara Robey; SCW: Chelsea Benninger, Lauren Saltis; Production: CRAFT Detroit
Role. Art Director
Our concept delivered two distinct messages to our audience. The first, eligibility, clearly and efficiently communicated who qualifies for membership and how easy it is to join, across both 30-second and 15-second spots.
Eligibility
Our second messaging focused on product, highlighting the exclusive benefits of using NFCU’s cashrewards card, again across both 30-second and 15-second spots.
Product
Our final spots were delivered in thoughtfully designed layouts for high-impact placements across both CTV and OLV, ensuring the message met our audience during key moments of engagement. By collaborating closely with media and production partners, we maintained storytelling strength and visual clarity across every format.
CTV & OLV
MRM
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