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I led the creative direction for TAB Spend’s 2026 Super Bowl campaign, building on the momentum of the previous year while shifting the creative approach toward stronger storytelling and emotional connection. Centered around the message “Tap Responsibly,” the campaign explored how everyday financial decisions can influence stability, stress, and long-term well-being.
My role included concept development, scripting, storyboarding, and visual direction, helping shape a campaign that balanced emotional storytelling with clear product messaging. The creative focused on simplifying the narrative to make the message immediate and relatable within the fast pace of a Super Bowl commercial.
The campaign significantly expanded regional brand recognition for TAB Spend and became a key part of TAB Bank’s broader effort to establish a more memorable and emotionally resonant brand presence.
Problem / Goal
Following the success of TAB Bank’s first Super Bowl campaign in 2025, the 2026 campaign focused on building a stronger emotional connection with the audience through more intentional storytelling. The previous year proved that bold visuals and humor could drive awareness, but it also revealed an opportunity to create a deeper, more memorable brand narrative.
This time, the challenge was not just introducing the brand, but strengthening recognition and trust with an audience that was becoming more familiar with TAB Bank. The campaign leaned further into character, emotion, and story-driven moments while continuing to communicate the value of the product in a clear and engaging way. The result was a more mature creative approach that balanced entertainment, personality, and brand storytelling to create a stronger connection with viewers.
Solution
The TAB Spend Super Bowl campaign centered around the message “Tap Responsibly,” built on the idea that the small decisions we make every day can have a lasting impact on our lives. Every tap, whether financial or personal, has the potential to create stability or chaos. The campaign positioned TAB Spend as a tool that helps users take greater control of their finances and make smarter choices with confidence.
A major focus throughout the project was simplifying the creative approach to keep the message clear, emotionally grounded, and easy to follow in a fast-paced Super Bowl environment. Rather than relying on overly complex visuals or storytelling, the campaign focused on relatable moments and a strong central idea that audiences could immediately connect with.
I led the creative direction from concept through production, developing scripts, storyboards, and visual direction while collaborating closely with stakeholders, the production crew, and on-screen talent. The campaign later expanded into digital ads, print materials, and billboard placements, creating a cohesive regional rollout that significantly increased visibility for the TAB Spend brand.
2026 Results
Expanded regional brand awareness with peak viewership reaching nearly 1.4 million viewers following the commercial’s airtime
118% increase in Google searches for TAB Bank
367% increase in website traffic during the campaign period
Multi-channel rollout across digital, print, and billboard advertising reinforced campaign recognition beyond game day
Final production and media costs remained within 3% of the projected campaign budget
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