Story for Social Sprout. Available upon request.
Sprout Social was pitching their platform to Rocket Companies. No brief, no creative direction, just a client name and a need for a video that could open a door.
The research took me on a deep dive into Detroit. Bankruptcy, disenfranchisement, decades of being written off and showing up anyway. Rocket Companies didn't just happen to be headquartered there. They grew from that same soil.
Dan Campbell's speech on grit was the clearest recent expression of something Detroit has always known. The script used it as a bridge between the city's history and Rocket's identity, then turned that same lens toward what Sprout could offer a company built to push harder than everyone else.
For Sprout Social
Writer / Producer: Philip Giancola