Campaign Creative
The G.O.A.T. concept, brought to life across static and social placements.
Increase Business Deposits • Grow Commercial Loans
Meta • LinkedIn • YouTube • Display
Creative Director • Agency Lead • Media Strategy • Concept Development
AcrobatAnt (Creative) • In-House Advertising (Placement) • Internal Marketing Team
The G.O.A.T. campaign positioned SpiritBank as the "Greatest Bank of All Time" for small businesses, built around the double meaning of G.O.A.T. (Greatest of All Time) and literal goats. Animated motion graphics, static ads, and paid social ran across four channels targeting both new business prospects and existing customers through remarketing, generating over 2.16 million impressions and a 14.8% deposit increase year-over-year.
The G.O.A.T. concept, brought to life across static and social placements.
The initial concept featured photographs of real goats and leaned into the weed-eating metaphor, which was cute but too literal. The messaging didn't fully align with our business audience.
I redirected the creative to use illustrated goats for a more playful aesthetic and shifted the metaphor to paperwork, something business owners better understand, with the "Problems Are Like Paperwork" hook.
This campaign involved managing two distinct agency relationships simultaneously. AcrobatAnt led creative development, while I transitioned to a new media placement partner in 2025 to optimize reach, enhance performance, and better manage our external partner teams. The placement agency transition was managed by prioritizing clear communication, brand alignment, and a structured onboarding process for the incoming media team.