AI CAMPAIGN CONCEPT
DOGS OF FINANCE
Exploring how generative AI can turn financial concepts into characters, stories and a social campaign.
Turning financial advice into a world of characters.
THE CONCEPT
Financial-services marketing has to operate within a highly regulated environment, but that doesn't mean the creative has to feel predictable.
Dogs of Finance began as a speculative campaign concept exploring how generative AI could bring more personality, humor and memorability to financial marketing while working within the industry's advertising and compliance constraints.
The idea was to use familiar dog behaviors and personalities to make financial concepts immediately recognizable—creating a campaign that could stand apart from more conventional financial-services advertising without losing the credibility the sector requires.
Fetch & Co. is a fictional financial-services brand created for this concept campaign.
Building the Campaign
The concept developed into a family of short-form executions, each built around a different financial idea or investor behavior. Dogs became traders, investors and financial metaphors, and even a skeptical cat joined the campaign, giving Fetch & Co. a recognizable creative world that could support multiple messages and formats.
One creative idea, expanded across formats.
EXTENDING THE STORY
The campaign wasn't limited to video. The same visual language, characters and financial themes were extended into a LinkedIn carousel ad concept, turning one creative idea into a coordinated social campaign across formats.
WHAT IT DEMONSTRATES
AI used in service of the story.
Dogs of Finance shows how generative AI can become part of a larger creative process—not simply a tool for generating individual images or videos.
The campaign began with a strategic challenge, developed into a recognizable creative concept and expanded across multiple characters, messages and formats. AI made it possible to explore and build that world in ways that would have required a very different production approach using traditional methods alone.
Creative strategy within real-world constraints.
One idea developed across multiple formats.
AI used in service of the story—not as the story itself.
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