SPEC PROJECT
Hearth
Hearth is a fintech app built for Gen Z — the generation that grew up being told homeownership was impossible, checks their credit score at midnight, and refreshes their bank balance the way previous generations refreshed the news. Financial anxiety is not a background condition for this audience. It is the weather they live in. The campaign meets them exactly there — and treats their financial anxiety with the emotional gravity of a nineteenth century novel.
Why Wuthering Heights?
2026 is the year Wuthering Heights came back. Emerald Fennell's film has put Brontë's world back into the cultural conversation — the moors, the obsession, the gate that will not open. The imagery is current. The audience already knows it. The emotional register is already primed.
But the campaign doesn't ride the film. It borrows the feeling.
Wuthering Heights has always been about wanting something on the other side of a barrier you cannot cross. That feeling is not nineteenth century. It is the exact feeling of watching your rental application get declined for the third time.
Gen Z is also the most romantic generation in decades. They take longing seriously. They take feeling seriously. The campaign meets them there — takes their financial anxiety and their romantic sensibility and treats both with identical gravity.
The hook is simple. They see the moors. They stay for Heathcliff. They get a credit score of 687.
They laugh because it is absurd. They feel it because it is true.
Spot 01 — "A Door That Opens"
Spot 02 — "Forbidden Lovers"
Meme Style Creatives
Additional Concept Exploration
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