Advertising
Role | Multicultural Marketing Consultant
Rocket Mortgage Ad - Family Reunion
Assisted with market research and brief development
Interviewed the African American Employee Resource Group - United - to help Marketing understand the AA homeownership experience, hesitancy regarding the home buying journey, and potential resources this community needs to build trust with financiers; given discriminatory housing practices that has negatively impacted this community.
Attended and reviewed Agency and Media pitches - providing extensive feedback to ensure we’re going with the best agency creative to represent this audience in the most culturally relevant and authentic way.
Rocket Mortgage Super Bowl Ad 2021 - ‘Certain Is Better’
Superbowl LV Rocket Mortgage Ads USA Today Ad Meter Ranked Top Two Commercials
Consultant on story development and talent. Worked alongside Product Marketing and Ad Agency providing extensive feedback to ensure this spot was culturally relevant and sensitive to the current environment of the country in 2020. Providing extensive reasoning on how and why we could not proceed w/ the original story concept that was filled with unconscious biases
Rocket Mortgage Super Bowl Ad 2020 - ‘Home’
Consulted in-house Marketing team on Jason Momoa's proposed new physical appearance, after removing limbs and potential messages that could send. Worked with Employee Resource Group - Unstop-ABLE - who’s a group of differently abled team members to gain insight and perspective on perceived messaging.
We wanted to ensure differently abled people aren’t a mockery or the butt of the joke and make sure Jason Mamoa remains the focus as we’re depicting he isn’t as strong and muscular at home.
Rocket Mortgage Ads - Rocket Can
Consulted on story development and talent representation for this six part ad campaign
Reviewed roles of actors to ensure we’re avoiding stereotypes
Talent - ensure diverse representation reflects various types of homebuyers. Homebuyers are not always married, or married with kids, or of specific ethnicities often featured.
Bedrock Detroit | Monroe Street Midway - Rollout Detroit
Video - Social - Activation space wraps paying homage to long standing roller rink in southwest Detroit. Consulted on Art Direction, Video Content, Social content and outdoor activations experience space wraps
Rocket Mortgage Podcast - home. made.
Season 1 | Episode 1-9
"Home. Made. is an original podcast from Rocket Mortgage®. Hosted by Emmy award-winning journalist and author Stephanie Foo (This American Life, Snap Judgment), each episode of Home. Made. explores the meaning of home and what it can teach us about ourselves and each other. Heart-wrenching, hilarious, thought-provoking and downright unexpected, take a journey into the diversity of home in America."
Reviewed and approved final stories before pushing live from a DEI perspective