Leo Burnett brought me in to pitch some concepts for Capital One. The project changed to simply ‘know if you’re approved’, but in these early stages, the strategy was broader and more based around a card that understands why you’re afraid of credit cards.

I always liked the potential of this Tim Burton style approach to saying Credit is Doesn’t Have to be Scary.

CW: Andrew Bradley, CD: Steve Persico, IMAGES: ChatGPT