Our audience had hard choices to make when it came to their finances. Like choosing between paying for groceries or rent.  And yet, research showed that they always kept a strong sense of hope and optimism.

So we conceived an idea baby that birthed a man. His name was JJ Hightail. An ex-racecar driver that faced a comical amount of challenges in his time. He gave Direct Auto the simultaneously empathetic and entertaining voice that they were looking for.