USAA’s 'Nice Try' campaign, produced by GREATERGOOD, focuses on the frustrations of everyday banking interactions. The commercial features a man confronting an ATM fee in a busy concourse, using a candid, live-action technique to highlight the moment of realization.
Leaning into a humorous tone, the project utilizes warm, natural lighting to capture the interaction. The execution relies on a relatable, observational approach to represent the banking and finance sector through a series of human-centric vignettes.
