I joined Freddie Mac's "in-house" team in June 2024. (Air quotes because we're basically an agency with better health insurance.)
My job: Strategy. Big ideas. Scripts. And being the video guy who makes it all move. I build campaigns that somehow satisfy 47 different departments, each convinced their tone is the right tone. The magic trick? Making it all feel like one brand with one mission: making home possible.
Six months in, the briefs got bolder and the problems got juicier. Turns out when you deliver, people trust you with the fun stuff.
Profiles
This campaign was live when I got there. But it wasn't alive.
I jumped in midstream to make financial literacy feel less like homework, more like humans talking. The mission: help first-time buyers actually understand our tools without boring them to tears.
I found the emotional hooks, led interviews, and pushed everyone (including myself) past the safe zone. Worked with our AD to capture B-roll that didn't scream "stock footage nightmare."
Stats people care about: One Addy Award. 1.75 million views.
Stats I care about: We made mortgage content that people voluntarily watched. Twice.
Your Move
Buying a home is hard. Especially if you're a millennial, housing-curious, and totally over it.
Our research was brutal: mortgage-ready folks had already ghosted us. So we hit different—energy, style, and just enough surreal to make them look twice.
With a campaign about about moving forward. Credit building, down payment help, planning—actual steps you could take while the market threw its tantrum. I wrote it, coached the actors through it, shaped it in post and made a mortgage ad feel sharable.
The numbers: Our best click-through campaign ever.
The flex: We won an Emmy. For a mortgage commercial.
Talent Acquisition
Want different talent? Make different ads.
Our recruitment campaign had one job: reach people who'd never consider Freddie Mac. So I created the "Other Guy"—stuck with his sad desk goldfish while our people got mentorship, backup daycare, and actual purpose.
I wrote it weird, directed it warm, and made sure the final cuts felt like who we wanted to be.
Turns out oddball recruiting works. Who knew?