Wells Fargo Millennial Social: Block Party

Early in 2015, Wells Fargo launched their new millennial campaign. Our agency created a series of TV spots involving recurring characters to reveal how Wells Fargo has their back throughout their busy lives.

We were tasked with bringing this to life on social. Ultimately we decided to bring these characters to life by...giving them lives. We used Instagram's grid to create an entire apartment block that our characters lived in, right on the platform. From there, as users tapped each building window, they'd be taken inside that apartment where they'd see our characters living and interacting with one another. Here's a little shot of what it looked like.

Art Director: Tu Phan | Copywriter: Ian Hill | Associate Creative Directors: Eric Shi, Madhu Kalyanaraman

In the end we created 8 spots, but here are 4 of our favorites.