Jovia-itis Super Bowl Campaign
TV SPOTS + CAMPAIGN LANDING PAGE, 2024
CLIENT:
Jovia Financial Credit Union
STUDIO:
OTTO Brand Lab︎︎︎
ROLE:
Production Designer, Digital Designer
Jovia Financial Credit Union is one of Long Island’s largest and most prominent credit unions. In 2018, OTTO re-named, re-branded, and re-positioned Jovia as the “Innovative Credit Union of the Future” through an optimistic and playful visual identity designed to make banking feel brighter; OTTO has managed the brand since then. Following Jovia’s expansion into Brooklyn and Queens, we had the opportunity to work on a Super Bowl commercial as part of Jovia’s new brand awareness campaign.
The campaign centered around Jovia’s not-for-profit banking products and services. The commercial features “Marlene,” a Jovia member meeting with her doctor over a condition that makes her money keep growing: her wallet blows up, her purse gets fat, her house gets bigger. The doctor diagnoses her with Jovia-itis: a side effect of not-for-profit banking with Jovia that causes you to have an inflammation of money and happiness.
Creative Direction: David Kohler
Brand Strategy: Andrea Fabbri
Illustration & Animation: Sebastian Curi
Design Direction: Lindsey Blake
Art Direction: Yianni Loizos
Production Design: Yianni Loizos, Natalia Corletto, Nestor Menjivar
Web Design: Natalia Corletto
Project Management: Hope Kohler-Pinto
Two 30-second spots aired in the tristate before and during the 2024 Super Bowl. The spots featured illustrations and animations by Sebastian Curi︎︎︎, while art direction and production design were led by Yianni Loizos. I assisted with production design and was responsible for character styling. Since Marlene was the heart and visual focal point of the campaign, her look and styling had to remain true to the Jovia brand’s vibrant tone (while feeling relatable and grounded in reality), and allow for a seamless transition from live-action to illustration/animation.
I also participated in brainstorming sessions and was part of the casting team, collaborating on the audition and actor selection process.
Additionally, I was responsible for designing the campaign landing page, which was the destination for the call-to-action URL featured at the end of the TV spots. This landing page needed to introduce Jovia and the Jovia-itis campaign to the world, highlight the value of Jovia’s not-for-profit banking model in a digestible way, and inform a massive audience about the benefits of credit union membership.
The campaign landing page was coded by Jovia’s in-house design team.
