A Smile-worthy Send

Brief: Highlight the impact of medical expense remittances without making the story emotionally heavy or off-brand.

My approach: Dial up the humor. I researched a real Remitly user use-case story to ground the story in relatable truth, then used humor to balance any emotional weight.

Originally in the script, the grandpa was overly-chatty. But I gut-checked my script with a Latin America & Caribbean regional marketer. He felt a traditional grandpa would be more resistant than chatty. I explored that perspective and loved it even more.

Being open to being wrong is essential to my creative process. Time and time again, seeking other perspectives produces my favorite work.