gradifi :: higher cost of higher ed
Crafted script to guide a Gradifi by E*TRADE (a division of Morgan Stanley) commercial highlighting the disparities in student loan debt. I wanted to find a careful balance of emotion, tension, and hope. Video was featured in paid media and sales enablement collateral for the organization.
transcript below ::
Higher education.
A tradition for some families –– a first for others
A collection of some of life’s most memorable experiences.
A first acceptance letter.
A first day on campus.
A first graduation.
A first job.
Though many will feel similar moments,
there is no doubt –– college experiences are not created equal.
To some, higher ed comes at a much higher cost.
Especially felt with your first student loan bill.
A constant reminder of the distance between you and the life you’re building.
Gradifi wants to empower a diverse workforce and bridge the disparities of student loan debt.
So employees can continue living a life of firsts:
A first home.
A first family vacation.
A first child’s journey to college, too.
Together, we can create a higher quality of life for highly talented employees.
Together, we can make a difference by equalizing our differences.
Together, we can deliver financial wellness benefits that work.
Creative Director: Dave Bates
Director: Brett Phillips
Director of Photography: Mike Sun
Copywriter: Samantha Meckler
Composer: Daniel Reguera
Talent: Gabrielle Yvonne Grosvenor
