It’s Freddie Mac’s mission to “Make Home Possible.” The sentiment is easy to get on board with, but the minutiae of the secondary mortgage market can make for either dull or convoluted subject matter.

Ultimately, the most interesting thing about Freddie Mac is the people that we help.

So when it came time to develop our first true brand-level integrated campaign in over a decade, that’s where we centered our strategy — with real-world buyers and renters who used our tools, programs, and resources to attain the dream of homeownership or find the stability an apartment can provide.

The formula is easy: They did it. Here’s how. So can you.

The making is less simple. We approached it as a series of pulse campaigns throughout the year, tracking down success cases, conducting interviews, stitching narratives against business objectives and priority products, developing bespoke visual concepts to amplify the details of each story, and making sure the final result fully demonstrated the ways Freddie Mac delivers on its mission of “Making Home Possible” across all corners the country.