The Work:

Strategy & Thinking

Context

For many students, especially international students, financial flexibility is limited. Tuition, housing, and living expenses leave little room for surprise costs.

One of the most frustrating pain points is unexpected bank charges, often triggered by administrative requirements like updating student status, expenses that aren’t planned for and often hit at the worst possible time.

Objective

Show the emotional toll of financial friction rather than listing features.

Audience

Students, creatives, and young adults are navigating tight budgets and unpredictable cash flow.

Key Insight

The last thing people in this stage of life need is another financial burden they didn’t choose.

Execution Approach

The film reflects inconvenience, stress, and disruption through everyday moments, contrasting that tension with Neo’s promise of simplicity and transparency.

Creative Direction

Concept

“One Less Thing” is both literal and emotional: fewer fees, fewer surprises, fewer things to worry about.

Visual Language

• Natural, lived-in environments

• Restrained pacing to reflect mental load

• Grounded performances rooted in realism

Reflection

This project represents how I approach fintech storytelling, focusing on lived experience and emotional clarity rather than feature-heavy explanations.