Grammy Award-Winning Director Alan Ferguson Creates New Ads That Tackle Credit and Personal Finance

Fresh off winning a Grammy for directing Jon Batistethe freedom, Alan Ferguson shares his personal financial story in a series of new ads created for Self Financial.

As part of Ferguson’s partnership with Self Financial, the credit-building platform working to increase economic inclusion and financial resilience, the award-winning executive is able to share his passion for financial management.

Ferguson spent his life avoiding debt and credit, often working with cash even after building a successful career as a music video director. However, he learned that credit and debt are the building blocks of personal finance, often dictating where people live, the cost of a loan, and even where people work.

“The current situation for many people is that the lack of financial knowledge, education and support is leading to a starvation of opportunity,” Ferguson told BLACK ENTERPRISE.

“It’s important stuff, but credit can make people’s eyes glaze over. That’s why when we started making this Self campaign, we knew we had to make this interesting. Make it feel like something you can’t wait for. That’s why we imbued it with so much joy.”

Ferguson chose to partner with Self Financial to create ads that explore, capture, and elevate the financial dreams of real people using Self’s credit-building tools.

Ferguson only chooses projects that appeal to him. His work on these ads is part of his and Self’s mission to promote credit-building tools to remind people, especially communities of color, that they are not alone in navigating finance and creating financial resilience.

“In my life before that, I always followed some of my father’s old principles about, ‘Hey, if you don’t have it, don’t even spend it,'” admitted Ferguson.

“It wasn’t until about eight years ago that it became more relevant for me to understand. I’m like, okay, I need to understand this game. I need to get the hang of it so I can really make informed decisions.”

“Financial literacy should be part of our primary education system. Especially high school and high school,” FerGuson added.

“There should be all kinds of subjects that are part of your curriculum. Like a semester learning about credit. A semester on investments. A semester on the power of compound interest. So when you come out of school, you have a basic proximity and understanding of it.”

“That is the most important. People feel like they have no control. This system we’re in – credit is a primary tool or aspect of the way the system works. So if that’s the case, then we have to learn the game and what the rules of that game are.”

Self Financial applauds Ferguson’s ads and sees them as a way to connect with consumers who can benefit from their mission and services.

“At Self, we provide millions of people with the tools they need to build credit for their future. It is wonderful to work with Alan, a director who identifies with our mission and takes on only projects that resonate personally, to capture and portray the realization of dreams of our clients and many Americans.” Brett Billicksaid chief marketing officer at Self Financial.

“With these ads, we’re trying to show what’s possible when people are empowered to build credit and savings,” said Brett Billick, chief marketing officer at Self Financial.

“We hope viewers see themselves reflected in these vignettes and are reminded that they are not alone in navigating finance and creating financial resilience.”

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