Your Story Starts Here.
This is an ad concept I developed for Rate Mortgage, though it never came to fruition. I always felt it had potential, so I decided bring it to life with AI. My goal was to achieve real emotion and consistent, cohesive storytelling in a true ad format, something that was on par with a true production quality commercial. I used a variety of AI software to bring this ad to life.
My Role:
Campaign Development | Creative Direction | AI Prompting | Editing
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BRANDING VIDEO
In this long-form brand piece, we follow a young couple’s journey through life after purchasing their new home. It’s their story, told across multiple generations, with one constant variable: their house. There’s no CTA or service being marketed, and that’s OK. It’s purely a branding play with a tug at the heartstrings, selling the American dream and hopefully inspiring potential homebuyers to take the leap, and of course choose Rate as their mortgage provider.
CAMPAIGN DEVELOPMENT
Rate’s service model combines automated, digital-first tools through their app with the personal touch of dedicated advisors, making the home buying process approachable and effortless. Their approach is similar to Loan Depot’s in terms of services and business model. While Loan Depot’s advertising has historically leaned into emotional messaging, the true emotion often didn’t come through. This campaign positions Rate as the brand that truly delivers on emotional connection. Below is the original campaign treatment I developed.
