When Trumark Financial Credit Union underwent a rebrand rooted in their values, personality, and commitment to the Philadelphia community, they needed a cohesive commercial campaign that made it fully realized: something cinematic, clean, witty, and representative of the real people they serve. All That’s Good partnered with Trumark to concept and produce three distinct television spots: a Brand Anthem, and two product-focused spots. We handled everything from creative development and scripting through casting, production, and post-production. Across just two shoot days and five locations, we produced three visually distinct spots, and delivered :30 and :15 cuts for each.
The campaign extended into radio with three companion spots, each rooted in the creative foundation established through the video work. We oversaw the full audio production process, including VO casting, recording, sound design, and editing, ensuring a consistent brand voice across every medium.
Trumark engaged All That’s Good to lead full creative strategy for their new television campaign. We began with a thorough discovery process, immersing ourselves in Trumark’s brand guidelines, product offerings, and creative inspiration to establish a strong strategic foundation. From there, our team developed and presented nine original concepts, each accompanied by a defined tone, creative approach, key messaging, and narrative framework.
After narrowing these down to the client’s top three choices, we expanded each into a detailed storyboard and script, giving the stakeholders a clear and tangible vision for every spot. Through an iterative refinement process, we worked closely with the Trumark team to ensure the final scripts were not only on-brand, but precisely aligned with the messaging priorities of each product and offering.
With the creative vision aligned and approved, we moved into a comprehensive pre-production phase designed to set every department up for success. We translated the full shot list into a detailed production schedule, carefully sequenced to maximize efficiency across all three campaigns, while simultaneously conducting location scouting across multiple sites to find environments that authentically matched the tone and visual language of each spot.
For casting, we sourced, auditioned, and coordinated a total of 16 speaking and non-speaking actors across the campaign.
As principal photography approached, our art department shifted focus to set design, prop sourcing, and dressing, translating the approved concepts into tangible, camera-ready environments, and ensuring that by the time we stepped on set, every detail was accounted for and the team was fully prepared to execute.
We produced all three spots in just two days across five locations, managing every element in-house, from directing and cinematography to lighting, sound, hair and makeup, and set design. Trumark stakeholders were with us throughout, and our close collaboration kept every frame intentional and on-brand.
Post was handled entirely in-house from editing and motion graphics to color, and sound sweetening. Working closely with Trumark’s creative team, we integrated their new brand through graphics, title cards, and CTAs, and animated their existing assets to add polish. Final video deliverables included three :30 and three: 15 commercials, plus three :30 radio spots to fulfill their regional ad buy.
