Selling Home Equity Without Showing a Single House

When interest rates made borrowing a harder sell, I led the creative direction for a home equity campaign inspired by 1980s nostalgia. Instead of relying on typical financial marketing, we tapped into the energy and optimism of the era to help people imagine what was possible with their home's equity. The campaign came to life across digital, social, audio, and in-branch channels, generating 240 applications and $8 million in funded loans within three months.