Fin & Cen Campaign
Humanizing FinCEN Compliance for Stewart Title
When the U.S. Department of the Treasury’s Financial Crimes Enforcement Network (FinCEN) announced new Anti-Money Laundering reporting requirements, Stewart needed a way to educate and engage an audience suddenly responsible for navigating complex compliance rules.
The solution? Fin & Cen, a dynamic, personified duo designed to translate complex regulations into an approachable conversation. By humanizing the FinCEN AML rule, Stewart transformed a compliance mandate into a campaign that educated, engaged, and empowered, proving that even the most technical regulations can be explained with creativity and clarity.
Together, these assets created a cohesive, easy-to-navigate experience that empowered customers to understand and prepare for the new requirements with confidence.
10-part Explainer Series breaking down key aspects of the FinCEN AML
Digital Experience on stewart.com/fincen-aml to serve as a centralized resource hub
Comprehensive FAQs using the same humanized, approachable tone as the campaign
Supporting Collateral to support field conversations, events, and customer touch points
“Did You Know?” social series to drive awareness, education, and extend campaign reach
Role: As Creative Director and Copy & Video Team Lead, I concepted Fin & Cen and shaped the creative vision from pitch to launch—developing the narrative strategy and writing all scripts, FAQs, web copy, and collateral. I partnered closely with leadership and cross-functional teams to align on execution, and collaborated with our talented video team to guide animation, voiceover, and the 10-episode video series through creative reviews, leadership approval, and final production.
