Tension: For many multicultural first-time homebuyers, the barrier to homeownership isn't ambition — it's a system that wasn't designed with them in mind. Rising costs, opaque mortgage processes, and limited access to culturally relevant resources make a deeply held dream feel structurally out of reach. A bank can't fix the system. But it can choose whose side it's on.
How I looked at it: I approached this less as a product brief and more as a cultural one. Rather than asking "what does Wells Fargo offer?", I started with the people: what does the journey actually feel like from inside a community where homeownership carries generational weight? I looked at where financial systems create friction for multicultural buyers — specifically, language barriers, credit history gaps, and mistrust of institutions—and mapped that against what drives people forward anyway: family, legacy, and the belief that building something is worth the sacrifice.
What I found: The challenge isn't drive — it's navigating a system not built with them in mind. These buyers aren't waiting to feel ready. They're already strong enough. They need a partner who sees that.
What I made from it: The insight reframed Wells Fargo's role entirely — away from "we make it easier" (which sounds patronizing) toward "we see your strength and walk alongside it." That distinction shaped the creative territory: culturally resonant storytelling that celebrates the perseverance already present in these communities, with Wells Fargo as a genuine partner rather than a product solution
campaign platform: "Built For This — reframing homeownership not as a distant goal, but as a path many are already strong enough to pursue."
What happened: The campaign moved the brief away from product features toward human truth — a shift that earned creative and client alignment across a multi-million dollar campaign. The work demonstrated that multicultural audiences don't need a simplified message; they need one that actually respects the complexity of their experience.
Role: Associate Strategy Director