Overview

To help younger audiences feel more confident and less overwhelmed about saving for retirement, I led the creation of an interactive HTML5/video microsite for Wells Fargo Retirement & Trust—starring an animated canine narrator named “Maximize” (Max). The experience was designed to demystify retirement planning through a playful, trust-building, and highly engaging digital journey that balanced education with emotional connection.

My Role

I led end-to-end creative execution, translating business and marketing objectives into a production-ready, consumer-facing video experience. My responsibilities spanned concept development through final delivery, including scripting, character development, illustration, animation, voiceover direction, and interactive buildout. I partnered closely with Wells Fargo stakeholders to ensure the work aligned with broader brand, marketing, and education goals.

Challenge & Opportunity

Retirement planning is often perceived as intimidating and inaccessible—especially for Millennials and Gen Z. The challenge was to deliver educational content that could capture attention, build trust, and sustain engagement long enough to drive understanding and action. The opportunity was to use storytelling, humor, and a relatable guide to reframe a traditionally dry topic into something approachable and memorable.

Strategic & Creative Approach

We developed Max, a charming, conversational animated dog who guides users through key concepts like saving early, compound interest, and retirement plan benefits. The experience combined narrative video, motion graphics, and interactivity into a modular system designed for clarity, retention, and scalability. Visual metaphors, light humor, and a warm tone were intentionally used to reduce friction, build confidence, and encourage continued exploration.

Creative Highlights

• Narrative video storytelling with a conversational, trust-building tone

• Full character design, scripting, animation, and voice direction

• Interactive HTML5 experience integrating motion, narration, and user input

• Modular video and motion assets designed to support digital education and marketing touchpoints

• Integrated calls-to-action and interactive moments to sustain engagement

Results & Impact

The experience was a standout success with both internal stakeholders and end users, earning praise for its originality, clarity, and approachability. Engagement rates on retirement education content increased, and the project became a proof point for how consumer-friendly video storytelling could support education, consideration, and long-term trust. The success of Max helped influence Wells Fargo’s broader approach to engaging digital-first audiences around complex financial topics.