Art Director
*previously on Contract @ fluent360*
*previously on Contract @ fluent360*
Creative Projects
Fade Lowe
Baby Qah & Poundside Pop
Christinna O
Wells Fargo × fluent360
"Built to Last" : Growth Champions Campaign
Agency: fluent360
CCO: Jose Suaste
Copywriter: Carla Urdeneta
Art Director: Marisabel Munoz
Art Director: Maliq Hairston
Production: Merge
"Built to Last" : Growth Champions Campaign
Agency: fluent360
CCO: Jose Suaste
Copywriter: Carla Urdeneta
Art Director: Marisabel Munoz
Art Director: Maliq Hairston
Production: Merge
Wells Fargo needed to reach multicultural first-time homebuyers but the traditional playbook wasn't working. Aspiration-driven mortgage messaging assumes the audience is dreaming about homeownership. This audience wasn't dreaming. They were already making moves.
The target, internally called "Growth Champions", are young professionals who've been making strategic life decisions for years. They don't need to be inspired to buy a home. They need a financial partner that recognizes what they've already built and helps them take the next step.
They don't need permission. They need recognition.
Most homeownership campaigns sell a dream. Growth Champions are already living theirs. The opportunity wasn't to motivate — it was to mirror back the work they've already put in and position Wells Fargo as the partner who sees it.
The target, internally called "Growth Champions", are young professionals who've been making strategic life decisions for years. They don't need to be inspired to buy a home. They need a financial partner that recognizes what they've already built and helps them take the next step.
They don't need permission. They need recognition.
Most homeownership campaigns sell a dream. Growth Champions are already living theirs. The opportunity wasn't to motivate — it was to mirror back the work they've already put in and position Wells Fargo as the partner who sees it.
The spot uses a flashback montage structure — cutting between warm, present-day moments and raw, textured scenes from the past — to show that buying a home isn't a single decision. It's the sum of every small, intentional choice that came before it.
Wells Fargo doesn't show up as the hero. It shows up as the partner who was paying attention.
The campaign is built on a single visual rule: the past feels earned, the present feels intentional.
Flashback moments are handheld, grainy, and unpolished — not because the past was bad, but because it was real. Present-day scenes are steady, warm, and composed — the visual payoff of years of decisions finally landing.
The contrast isn't nostalgia. It's proof.
