First Earners

Financial content aimed at young earners is dominated by get-rich framing, which the target audience has learned to distrust.

Harbour Bank needed credibility more than it needed reach.

We cast a creator who had built her audience explicitly by refusing that framing, and we kept the product out of the first half of the series entirely.

An eight-part series covering saving on irregular income, family financial obligations and first investments, with the bank's products introduced only where genuinely relevant.