Changing banking for good.
Capital One
Role
Creative Director
Audience
NCAA Fans
Year
2018
The Challenge
Turn the page on how people see Capital One. Not just another bank—but a savvy tech company looking out for your money.
The Idea
Welcome to #FanAntonio: A digital playground at NCAA’s Final Four Fan Fest. Fans discovered useful features of the Capital One app through interactive games and transmedia storytelling.
My Role
Account creative lead, 2017-19: I developed and executed experiential concepts supporting Capital One’s rebrand strategy. This involved guiding our design and dev teams toward a unified vision while collaborating closely with client leadership.
Team Credits
Design: John Murray
Production: Kim Kostusak
Interactive: enVu Experience
Account Lead: Allyson Shepherd
Client Lead: Colin Geoghegan
The Approach
For Fan Fest, we created multi-media vignettes showing how fans might use Capital One’s app during March Madness. Think “checking your balance before ordering more nachos” type stuff. These fan-culture scenarios clicked with visitors who’d been living and breathing basketball for weeks. We added interactive games with leaderboards to playfully reinforce Capital One products while sparking fans’ competitive fires.
Strategic Insights
For a brand repositioning itself as a technology company, digital elements were essential, but budget was limited. I proposed a solution: combine Capital One’s B2B events, consumer activations, and talent recruitment into one streamlined program with shared assets. This allowed us to afford LED signage and interactive games at Fan Fest and other events.
Results
#Fanantonio was nominated for a Clio award as an integration of Capital One’s television and social media campaigns, which featured Charles Barkley, Spike Lee and Samuel L. Jackson on a road trip to San Antonio (Road to #FanAntonio).
