Making Home Possible
A poignant journey through the heart of housing resilience, highlighting the enduring spirit of individuals who make home possible.
Making Home Possible
Over the last few years, “home” has meant more than ever for millions of Americans.
Freddie Mac wanted to celebrate the grit and determination that had helped buyers, renters, owners and industry players across the country adapt and thrive. Because while they work to support an industry, their mission is really about the people whose lives they impact. Through a integrated campaign that included a series of docu-style profile videos, we spotlighted diverse stories of triumph and adaptation, emphasizing the profound significance of "home" amidst adversity. The campaign humanized Freddie Mac's mission, showcasing its role in empowering homeowners, renters, buyers, and industry professionals nationwide. By strategically disseminating these narratives across digital platforms and industry events, we amplified Freddie Mac's message and fostered deeper connections within the housing community. Ultimately, our campaign underscored the transformative power of storytelling to inspire hope, resilience, and positive change.
Creating Supportive Housing
Just 2.5 miles from Manhattan's central business district, Harlem is home to the city's largest LGBTQ+ community, a population that faces high risk of homelessness, especially after aging out of foster care.
Freddie Mac partnered with Homeward — a non-profit committed to serving LGBTQ young people — to fund an affordable apartment complex that could house, affirm, and empower Harlem’s LGBTQ+ youth.
Casting a Legacy
Anita and her daughter, O'Shaela, always dreamed of breaking their family's cycle of generational renting, but they didn't know where to start.
With the help of homeownership and financial education programs, they were able to build their arsenal of knowledge together. Anita eventually bought her first home, casting a legacy of homeownership for generations to come.
Make it in Memphis.
Growing up in Memphis, Nicholas saw his community struggle with homeownership. Through his university finance program, he was introduced to CreditSmart® — Freddie Mac’s financial empowerment suite. By using these tools and resources, he became a homeowner at age 22.
Block by Block
Through the Block-by-Block initiative, Home for USA purchases neglected or abandoned homes to remodel and sell at affordable prices. Freddie Mac supported this initiative to help increase neighborhood value and transform the lives of community members, like Yvonne Gunn and her family.
Improving the Odds
Many underserved communities lack access to housing education, which keeps many aspiring homeowners on the sidelines. Freddie Mac’s network of Borrower Help Centers, like Chicanos Por La Causa, are bridging that gap by providing free resources and counseling to help those in need achieve sustainable homeownership.
Paying it Forward
Since losing his home in the 2008 financial crisis, Thomas Rivera has dedicated his life to helping families in similar situations. He now works as a housing counselor at Chicanos Por La Causa, a Borrower Help Center in Las Vegas, where he helps clients understand the process of buying and staying in a home.
Creative Direction:
Craig Viera, Parvina Gilliam, Rachel Charlip
Art Direction:
Parvina Gilliam
Copy Direction:
Rachel Charlip
Production:
DC Collective
Garden NYC
Photography:
Hanad Ali
