TAB Bank Superbowl Commercial

Ideation / Storyboarding

The creative process for the TAB Spend Super Bowl commercial began with a focused ideation phase, where I collaborated closely with internal stakeholders to define the campaign’s core message: empowering users to take control of their spending. We explored multiple narrative angles, from humorous to inspirational, ultimately landing on a bold, fast-paced concept designed to cut through the noise of Super Bowl advertising. I led brainstorming sessions, developed visual moodboards, and crafted early concept scripts that aligned with both the product’s unique value proposition and the expectations of a high-impact broadcast slot.

Production

Filming day was a fast-paced, high-energy collaboration between our internal creative team, a local production crew, and the on-screen talent. As Creative Director, I was on set to ensure the visual direction and brand tone stayed consistent from storyboard to screen. I worked closely with the director and cinematographer to fine-tune scenes, adjust framing, and make real-time decisions on set design, wardrobe, and pacing to keep the narrative tight and engaging. Despite the tight schedule, the shoot ran smoothly thanks to detailed pre-production planning and clear creative alignment. Seeing the concept come to life in real time was a highlight of the project and a key step in delivering a spot that stood out—even in the competitive Super Bowl ad environment.

Final Product

The completed TAB Spend Super Bowl commercial aired during a prime local market slot and reached an estimated 1.5 million viewers. The spot successfully captured attention with its bold visuals and clear messaging, generating a noticeable lift in regional brand awareness and engagement across social channels in the days following the game. It marked a major milestone for the brand—demonstrating how strategic creative direction and storytelling can translate into real audience impact, even within a competitive, high-stakes advertising window.