The Objective
Founded in 1990 as a family-owned business, growing to a portfolio of 2.5 million loans—Freedom faced a major awareness challenge. Our task was to introduce the brand to both existing portfolio customers and new prospects through the brand’s first direct-to-consumer campaign. We set out to establish a brand foundation that was meaningful, memorable, and distinctive—not just for Freedom Mortgage today, but as it evolves in a rapidly-changing real estate market. Our goals: to elevate brand awareness from near zero to a household name.  

The Creative
Extensive consumer research showed that while “freedom” once may have once been tied to the notion of patriotism, today it’s about all about personal choice and self-determination. We positioned Freedom as the brand that truly owns this idea, crafting an authentic promise around a modern concept of freedom. Avoiding tired cliches of happy handshakes near front yard SOLD! signs, our campaign touched on ideas of freedom and home ownership through intimate stories of specific, meaningful areas within homes that shape homeowners’ lives. We focused our lens on these very specific places, to convey Freedom’s belief that everyone should enjoy the freedom of home ownership: to make their memories, their future, and their home (every corner in it) exactly the way they want.