BECU

PMAX 2.0

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BECU PMAX - Mortgage ARM

IDEA

Bring BECU's financial products to life through humor-driven, character-led stories grounded in everyday financial tensions. Using a consistent cast, natural performances, and a social-first production style, the campaign aimed to make financial advertising feel more authentic and entertaining.

INSIGHT

After building a high-volume PMAX content system using stock footage, motion graphics, and AI voiceover, BECU wanted to explore a more human, relatable approach to digital advertising.

PRODUCTION OVERVIEW

DELIVERABLES

28 videos and 20 static

BUDGET

80-120k

TIMELINE

6 weeks

CHALLENGE

Translate a multi-product campaign into an efficient, two-day live-action shoot without sacrificing creative flexibility. With a lean production footprint, the challenge was to coordinate talent, locations, and product-specific scenarios while balancing compliance-approved messaging, improvisation, and multiple aspect ratios.

OUTCOMES

Produced 48 total assets — 28 videos and 20 images — across BECU's digital campaign. The production established a live-action creative approach designed to test character-driven storytelling against BECU's existing PMAX content system.

CLIENT

BECU

AGENCY / PRODUCTION HOUSE

DNA&STONE

INDUSTRY

Financial Institution

EXECUTION

PMAX, OLV

YEAR

2026

AWARDS

None

CREDITS

Agency - DNA&STONE
Production House - DNA&STONE
Post House - Cosmos Street

Director - Nick Shively
CCO - Matt McCain, Michael Boychuk
Creative Director - Jason Fong
Sr Copywriter - Chase Condrone
Producer / Line Producer - Kenny Carpenter
Director of Production (Agency) - Maddy Giordano

BECU PMAX - Mortgage ARM

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