MFCU, founded in Detroit almost 100 years ago, wanted a heartfelt story that connected their timeline with the city of Detroit. One that would seamlessly align their brand with Detroit’s rich culture, culminating in a memorable moment during its premiere at the Thanksgiving Day Parade. They also demanded no heavy branding or CTA.

The challenge was to craft something genuine that resonated emotionally without feeling like a direct sales pitch. Additionally, MFCU aimed to shift public perception without relying on a traditional call to action. To achieve this, we created a poetic and stylized script, focusing on an authentic, relatable narrative while placing heart and brand over sales. The core visual theme of this project was overlaying footage of Detroit’s past onto its present-day locations, seamlessly integrating the visuals with our scripted narrative. To bring this concept to life, we digitally embedded the archival footage into each shot, ensuring it blended naturally into the scene.

Using local poet Dwight “Skip” Stackhouse as our talent and muse, and shooting locations peppered throughout the city, we made sure every detail contributed to the emotional weight of the piece.

The final spot was a major success, with edits ranging from a full 1:30 down to :15s, all formatted for broadcast and social. It premiered on WDIV during the Thanksgiving Day Parade and aired throughout the rest of the season, even during the Super Bowl. The spots resonated deeply with viewers and the client was thrilled, as the campaign not only changed public perception but also became a memorable moment for the community.