These videos were developed as part of a wider campaign to promote the free financial educational tools and resources Freddie Mac provides for people looking to buy or rent a home. In particular, the campaign was focused on reaching communities of color in low-income neighborhoods.
Freddie Mac: Making Home Possible: Campaign
Nicholas/Memphis: CreditSmart
LGBTQ+ Youth/Harlem: Homeward
Gunn Family/Baltimore: Block by Block
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In illustrating how easy and accessible real, tangible, financial support and education is for someone like Nicholas, Freddie Mac hopes other potential homebuyers will see that home is possible for them, too.
RESULTS:
Addy Award Winner
495k Impressions
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In telling this story, we applied a variety of visual techniques that help to draw out the story’s themes. It opens with reflections, shifting focus, and obstructive physical barriers that mirror the fractured sense of identity facing LGBTQ youth. It continues with intentionally disorienting shots, edited to evoke feelings of isolation. As the piece turns towards the future, the frame opens up to land the narrative with hope and optimism.
RESULTS:
Addy Award Winner
548k Impressions
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To transform the community (without opening the door to gentrification), Freddie Mac partnered with HomeFree USA — a local, minority-led nonprofit — to launch “Block by Block” with the goal of renovating a focused stretch of vacant homes and selling them to community members at an affordable price.
RESULTS:
934k Impressions