As part of Beneficial State Foundation’s Bank Case Study Series, this documentary-style video spotlights New Orleans Firemen’s Federal Credit Union (NOFFCU) as a model of corporate social responsibility in action. Produced by Bond Studio, the story highlights how NOFFCU integrates social, racial, and economic equity into its business strategy, demonstrating that financial institutions can be vehicles for transformative and sustainable impact.
The goal was to elevate NOFFCU’s equity-driven practices as a case study to inspire the broader financial sector. The video aimed to spotlight their unique CSR approach, align with BSF’s mission, and catalyze peer institutions to adopt equitable, community-first business models.
We brought this project to life in close collaboration with Beneficial State Foundation (BSF), guided by a shared commitment to authenticity, place-based creativity, and human-centered storytelling. From the outset, our goal was to craft a narrative that would not only spotlight the barriers BIPOC entrepreneurs face in accessing capital, but also celebrate the dignity, strength, and perserverance that exists in spite of these challenges.
We began by immersing ourselves in BSF’s mission and exploring borrower stories within their network. After several conversations with Judy DeLucca and James Hunter, we were introduced to Chris Lanier, a resilient small business owner who had been repeatedly denied loans by traditional banks, despite a track record of both qualitative and quantitative success. His story became the heart of the piece.
Through this short documentary, we set out to demonstrate the role that story should play in the underwriting process, and to highlight how organizations like New Orleans Firemen’s Federal Credit Union (NOFFCU) are reimagining risk by valuing the person behind the numbers. We wanted viewers to feel the richness of the life that Chris and his wife are building—a life rooted in love, legacy, and economic empowerment.
To execute this vision, we assembled a nimble and culturally responsive crew, filming across two days in New Orleans and Loranger, Louisiana. Our biggest challenge was logistics: capturing everything on our shot list across two distant locations within a tight timeline. But we knew that in order for the piece to feel rooted in place, we had to go beyond standard visuals. We prioritized moments in the Lanier family home, interactions at the NOFFCU branch, and vibrant B-roll that showcased the cultural fabric of New Orleans – its music, streets, and soul.
What makes this project unique is the way we approached story as strategy. We didn’t just produce a beautiful video—we created a storytelling tool that bridges the gap between financial institutions and the communities they aim to serve. It’s a piece that centers dignity, provides historical context, challenges outdated assumptions, and shows what’s possible when financial systems truly see the people behind the numbers.
While the full web and social media rollout takes place in a few months, this piece has already made a powerful impact. Beneficial State Foundation premiered the video at Inclusiv 2025, where it anchored a national panel discussion on equitable banking. The session, Storytelling for Impact: Deepening Connections with Members and Communities, brought together leaders from Beneficial State Foundation and New Orleans Firemen’s Federal Credit Union, alongside Bond Studio, to explore how storytelling can drive trust, inclusion, and community alignment within the financial sector.
The video sparked meaningful conversations among credit union executives, funders, and community finance leaders, showcasing how authentic, human-centered storytelling can shift perceptions and elevate the lived experiences of underserved entrepreneurs.
In addition to its reception at the conference, the project was recognized with two Silver Telly Awards, further affirming the excellence of its craft and message.
We consider this a success because it met our shared objective: to reframe what "risk" looks like through a compelling real-life story that resonates with decision-makers and inspires institutional change.
