Creative Direction & Management.
Chase Bank VISA wanted to differentiate their offering to the youth, young adult and Hispanic markets; something that resonated; something unique and elite; something which could be “embodied” by its credit card holders. As Creative Director & Proposal Writer for TBA Global, I led a team to develop an Experiential Marketing Platform for the brand. Our research revealed substantial variations among the targets, and presented an opportunity for a wholesale initiative addressing the needs of all customer groups. Our team created GO!, a universal organizing concept capable of adaptation to specific or multiple segments: -generational, -ethnic, -regional, -psychographic, -economic, -etc. The platform was enthusiastically received, adopted by Visa, Inc. and realized by Chase as its “Freedom” campaign.