Nav Customer Stories: Guapaholics
As Nav's customer storytelling program evolved, we saw an opportunity to move beyond traditional testimonial videos and create something that felt more cinematic, intentional, and culturally relevant.
This campaign followed Blake Milam, founder of Guapaholics, a streetwear brand that started in a college dorm room and grew through years of persistence, reinvestment, and careful financial planning. After a tornado impacted his community, the business credit profile he had built helped him secure an SBA disaster grant, allowing him to continue growing the business.
As Creative Director and Producer, I led the creative vision for the project, helping shape the story, oversee production, and guide the content strategy from concept through launch. Produced entirely in-house, the project marked a shift in Nav's approach to customer storytelling. We moved away from a purely informational format and toward a more polished, narrative-driven style designed to resonate with a younger generation of business owners.
The long-form video served as the centerpiece of a broader go-to-market campaign that included a dedicated landing page, paid social creative, organic social content, podcast integrations, and supporting marketing assets. By building a complete content ecosystem around the story, we were able to extend its reach across multiple channels and create a more cohesive customer experience.
The result was a campaign that felt less like a case study and more like a profile of an entrepreneur—one that highlighted both the realities of building a business and the role financial health plays in creating resilience and long-term growth.
Creative Direction Teresa Wozniak
Producer Teresa Wozniak, Catherine Giese
Story Catherine Giese
Director Alex Mertens
Motion Graphics Alex Mertens
Photography Alex Mertens, Chris Summey, Teresa Wozniak
Video Alex Mertens, Chris Summey, Teresa Wozniak
Editor Alex Mertens