🏆 1x Shorty Awards 2023 - Grand Prix, Video Series
🏆 2x Hatch Awards 2023 - Best of Show, Gold
Hacked
Youtube Content Series
Project:
Client:
Sallie Mae
To get the attention of “the youths” without being cringey, or even worse, ignored, we showed up with answers where teens most common WTF’s. We found that 85% of teens use YouTube as a search engine to gain skills and learn new information. So we launched a YouTube series called “HACKED,” which unpacks complex financial information, offers practical guides and gamifies navigating the complex higher education system by turning it into a video-game-inspired adventure.
Every aspect of our storytelling was carefully crafted to create an immersive experience that would hold our viewers’ famously fickle attention.
We created a custom score for each level and styled the art direction based on classic video game mechanics. We even got Troy Baker, the legendary voiceover artist who holds the record for most BAFTA Game Award nominations, to narrate the adventure.
Enjoy.
Episode 1
“Need help filling out your FAFSA form? You’ve come to the right place. LEVEL ONE of HACKED gives you all the tips, tricks and tools you need to receive as much financial aid as possible. Follow along with Player One as they navigate their way to free money for college, and check out the links below to start your own FAFSA journey. Good luck, player.”
Episode 2
“Applying for scholarships may seem like an obvious way to pay for college, but where do you start? LEVEL TWO of HACKED breaks it down for you, with the basics of what to apply for and when to do it. Watch the next installment of Player One’s mission to hack finding money for college and start your own search with the links below.”
Episode 3
“Need help filling out your FAFSA form? You’ve come to the right place. LEVEL ONE of HACKED gives you all the tips, tricks and tools you need to receive as much financial aid as possible. Follow along with Player One as they navigate their way to free money for college, and check out the links below to start your own FAFSA journey. Good luck, player.”
Episode 4
“So you’ve gotten into college. CONGRATS! – now you just have to understand how to pay for it. In this episode, we dissect everything that goes into your financial aid letter and how financial aid can help you pay for college. No spoilers, but it may involve journeying through outer space. 👀 Follow along the next installment of HACKED and check out the resources below as you embark on your own adventure. Let’s do this.”
Episode 5
“Here’s what you need to know about your finances while you’re in school, so you can focus on the fun stuff. In this open-world level, a wise but eccentric character speed-runs you through three key hacks to navigating college and finding your way. Watch the latest HACKED adventure and check out some resources below to help with your own.”
Episode 6
“The best part of graduating is the galaxy of options for what’s next. Even if it’s not a literal galaxy like this episode… In any case, follow along as our player journeys past Planet College and into their future in our most galactic level yet. And learn how you can take advantage of the 6 months after graduation to set yourself up for autopilot mode. After all, the fun part is about to begin 🚀🛸”
Credits
Cristin Barth, Creative Director
John Mathieu, Creative Director
Avery Donahoe, Senior Art Director
Matt Langen, Senior Designer
Steve Friedman, Senior Copywriter
Mary Robbins, Copywriter
Megan Michalski, Strategist
Nicolle Fagan, Head of Account Management
Kelsey Giovinelli, Account Director
Haleigh Kelleher, Account Supervisor
Colleen Fahey, Project Manager
Jason Carrasco, Head of Media Innovation
Sylvain Lucarelli, Senior Integrated Producer
Animation: Heroes 4 Hire
Music Producer/Composer: Chris Plante (Modslee)
Voice Over - Troy Baker