Financial Services
Experience: Simmons Bank • Central Pacific Bank (Hawaii) • Bank OZK • Centennial Bank • Seacoast Bank (Fla.) • Bancorp South
Helping a local player become a regional one while staying true to their roots.
As Simmons Bank expanded beyond Arkansas into six states, it found itself as the new kid on the block in many markets. The challenge: shed its small-town image and position itself as a forward-thinking financial partner—without abandoning the local values that built its reputation. Simmons wanted to assure customers it still operates like a community bank that knows its people and supports its neighborhoods, while offering the tools, products, and expertise of a national institution.
The “Dreams: Realized” campaign was created to celebrate the dreams Simmons helps make possible—capturing the powerful moment when people realize their dreams are within reach. These dreams take many forms: launching a career, getting married, buying a first home, starting a family, or retiring. And behind each one are the people and products of Simmons Bank, helping customers move forward—wherever they are in life.
Yard Sign
Branch Display
UA Program Ad
Roles: strategy, creative direction; developed with Sullivan-Memphis
When the Simmons board of directors signed a contract with country music star and local-boy-done-good Justin Moore as a brand ambassador, they requested a commercial that featured the star endorsing their products. Rather than producing the standard spokesman-style TV spot, this idea made his little girls the stars. The result? A charming, unexpected ad that struck the perfect balance between heart and brand message. The board loved it so much, they purchased Super Bowl airtime in every state where Simmons Bank operates.
It’s not a Super Bowl ad without a celebrity. And his little girls.
Roles: strategy, copywriting, creative direction; developed with Sullivan-Memphis
Finding a mortgage shouldn’t be tougher than finding a home.
This campaign highlighted the challenges that many first-time homebuyers of low-to-moderate income face when shopping for a mortgage. But thanks to Simmons, home ownership can now be within reach.
Roles: strategy, copywriting, creative direction; developed with Sullivan-Memphis
Sometimes knowing you is more important than knowing your numbers.
As the wealth management industry continues to evolve, CPB recognized that while technology has democratized access to financial information, banks must demonstrate value that goes beyond digital tools. This shift created an opportunity for CPB to expand its offerings—from traditional investment management to more personalized financial guidance through private banking.
Constructing hope in Hawaii
Hawaii is facing a severe and growing housing crisis. This campaign highlights CPB’s commitment to being more than a bank—it’s a true partner to the Building Industry Association of Hawaii in the effort to create safe, affordable housing across the islands.
Role: copywriting; developed with FINN-Honolulu
Taking rewards cards further
With Southwest Airlines rapidly expanding its presence in Hawaii, Hawaiian Airlines faced new competition on its home turf. To promote its co-branded rewards card, Hawaiian Airlines and partner Bank of Hawaii needed high-impact signage at HNL Airport that clearly communicated the full scope of cardmember benefits.
Role: copywriting; developed with FINN-Honolulu