Oxygen

Picture it—I'm sitting at my desk on a wet evening in November, pitching a financial services version of the 'Real Beauty' concept to an executive relaxing at his LA home. I went for it.

Oxygen is a U.S. mobile banking platform for freelancers who usually get the short end of the stick with rigid banks. The idea? Show freelancers that Oxygen understands their world, and with just a little breathing space, some flexibility and support—they got this.

The campaign said, "If you believe in yourself, Oxygen does too. Just like your family."