WELLS FARGO: Pivot Lessons

Rooted in the belief that confidence comes from understanding your story, Wells Fargo and Hello Sunshine created a storytelling-led platform that made financial literacy feel human and empowering: helping women navigate life’s pivot moments with clarity, connection, and real-world impact.

Wells Fargo: Autograph Journey Card, Financial Literacy

Wells Fargo partnered with Hello Sunshine to drive awareness for the Autograph Journey Card by championing financial literacy. Together, a storytelling-led platform was developed to empower women to navigate life’s “pivot moments” with confidence, bridging social content, live experiences, and ongoing editorial engagement.

The initiative launched with Pivot Lessons, a social series featuring Hello Sunshine Collective members Joanne Molinaro and Carmeon Hamilton. Through personal storytelling and actionable advice, each shared three key lessons for navigating unexpected life changes, from career transitions to personal loss, making financial confidence feel accessible, human, and relevant.

The platform extended into a live experience at Shine Away, where Joanne and Carmeon participated in a fireside chat exploring their journeys to financial independence. Wells Fargo further deepened audience connection through a sponsored musical performance by Maren Morris, creating an emotional and memorable moment that reinforced the campaign’s themes of resilience and empowerment.

Following the event, the program continued through a custom content ecosystem, including a dedicated newsletter and a recurring “You Asked, We Answered” column. This extension ensured sustained engagement by addressing real audience questions and providing practical, actionable financial guidance tied to everyday pivot moments.

The campaign delivered strong results across brand perception and engagement. 84% of respondents expressed a positive opinion toward Wells Fargo, reflecting a 47-point lift in brand favorability. The program generated over 10 million total impressions (exceeding delivery goals by 1 million) and drove 20.2K engagements, outperforming paid benchmarks by 2x, demonstrating the impact of culturally relevant storytelling paired with meaningful utility.

Role: Creative Direction, Art Direction, Strategy, Design
Led the end-to-end creative vision for the campaign, shaping the platform strategy, visual identity, and storytelling approach across social, live, and editorial channels. Directed creative execution across content and experiential touchpoints while partnering cross-functionally to align brand, editorial, and production teams, ensuring a cohesive and impactful rollout across all phases of the program.

The Pivot Lessons IG series featured Joanne Molinaro and Carmeon Hamilton sharing actionable tips to navigate life’s unexpected pivot moments. (Click images to view videos.)

At Shine Away, Joanne Molinaro and Carmeon Hamilton shared their journeys to financial independence in a live fireside chat, followed by a performance from Maren Morris.

An uplifting performance by Maren Morris created a powerful, lasting connection with the Shine Away audience.