Creative Currency

Wells Fargo

A creative platform and brand built with Wells Fargo, carried through a studio fireside and a night at Mercedes-Benz Stadium.

Where It Started

Bringing creativity to where Wells Fargo already shows up.

A platform with the cultural credibility to reach young creatives, and the strategic substance for a direct Wells Fargo partnership.

It was an idea.
Then it was a brand.
Then it was an experience.

Jermaine Dupri, Amir Windom and the Fellows in front of the Creative Currency screen.

From Sponsorship to Platform

One weekend, two activations, one brand.

Wells Fargo’s sponsorship of the Carter Work Project in Atlanta grew into a second activation with the Atlanta Falcons HBCU Fellows Program: same weekend, same talent. Creative Currency carried both.

Activation One

Atlanta Falcons HBCU Fellows Program

A studio tour and a fireside chat with Jermaine Dupri.

Activation Two

Habitat for Humanity’s Carter Work Project

A DJ set for the volunteers, and real time with the Fellows and Wells Fargo leadership.

Activation One

Creative Currency

An experience, not an event.

The Fellows stepped into one of Atlanta’s premier recording studios for a tour and a fireside chat with Jermaine Dupri.

The Fellows at the Wells Fargo and Atlanta Falcons backdrop during the tour.

The studio

The Fellows toured one of Atlanta’s premier recording studios, where the city’s biggest creative work gets made.

Spotlight

Branded interview moments at the Wells Fargo and Atlanta Falcons backdrop, made to travel.

Fireside

Jermaine Dupri and Amir Windom on building a creative career, and the financial knowledge underneath it.

The Fireside

Where creativity meets currency.

Creativity and financial empowerment belong in the same room. The conversation went where the real ones go: the work, the discipline, and the currency it takes to build a creative career. The Fellows left with real perspective from someone who’s lived it, and Creative Currency had its first proof.

Jermaine Dupri, hands together, under purple light during the fireside.

Activation Two

Carter Work Project

From the studio to the stage.

At the Carter Work Project Welcome to Atlanta reception, Jermaine Dupri brought the energy with a DJ set that added to the celebration of welcoming the volunteers to the city. In the suite, the Fellows and Wells Fargo leadership spent real time with JD directly. The performance brings the energy. The integration brings the access, the conversations, and the relationships that last past the night.

The stage

Jermaine Dupri closed the night at Mercedes-Benz Stadium, welcoming the Carter Work Project volunteers with a DJ set.

The suite

Time with the Fellows, Wells Fargo leadership, and the families who built the weekend.

Behind the Work

The creative behind it.

Brand: wordmark, color system, motion language and content templates, applied across stage, screen and social
Custom creative: animated logo loops in the studio and the Wells Fargo suite; custom Jermaine Dupri graphics for the Halo Board and LED screens at Mercedes-Benz Stadium

Brand Visibility

The content carried it past the weekend.

The value started in the room and kept going through the content. The weekend produced two recap films: a cut for social media, and a long-form version that tells the full story.

Long-Form Recap

The full story, from the studio to the stadium.

Social Cut

Made for the feed, and posted from Jermaine Dupri’s own account as a collaboration with Wells Fargo, the Atlanta Falcons and Habitat for Humanity.

650,000+Views
3,700+Likes
280+Shares
130+Comments

Beyond the appearance, Jermaine Dupri participated in the content. He gave an interview on camera speaking to the program and the partnership, then posted the social cut from his own account as a collaboration with Wells Fargo, the Atlanta Falcons, Habitat for Humanity, and Atlanta Habitat for Humanity.