When hip-hop artist 21 Savage wanted to partner with Chime to promote financial literacy to kids, it was our job to connect the dots and highlight his passion behind it.

There’s a fun tension in a guy who sings about having a 12-car garage also having the desire to teach young people about financial literacy. To help him with his passion, we developed a live-action production approach in the middle of a pandemic, while partnering with with Chime’s internal brand team and production company Scholar to develop how Chime’s bright, vector-based iconography would translate into animation, as well as marry with live-action footage.

In less than a month, it led to more than 630,130,335 impressions, great press for the program, tons of interested kids (too many to enroll, in fact), and more positive comments on social media than any of us are used to.