Every month, Charles Schwab publishes ‘Insights and Ideas’ articles on their online resource center, reaching only internal clients. These articles cover a range of finance topics, from buying a home to preparing for retirement. My copywriter and I teamed up to create ‘Authentic Definitions’ to promote monthly articles across corporate channels and cast a wider audience. 

The topic [word] animates over video, highlighting a tongue in cheek ‘authentic’ definition. The typography treatment uses phonetic spelling seen in dictionaries. The flipping reel animation is a nod to the ritual of capturing pivotal life moments on film. In this social campaign, ‘Authentic Definitions’ organically collected thousands of impressions [83K+ Facebook, 24K+ LinkedIn].