Client: MassMutual (Fortune 500 financial services company)
Project: Digital brand films + 10 CTV and social media commercials to increase B2B adoption of a new financial planning platform among advisors and support their B2C efforts.
Audience: Financial advisors and internal stakeholders
Timeline: 24 weeks in total (3x 8 week sprints over 20 month period)
Deliverables: 3 hybrid live-action and CG/VFX hero brand films with 3 social edits per, shot in NYC and posted in LA. 10 comedic live-action commercials in multiple formats and planned and shot in LA.
Channels: Website, YouTube, LinkedIn organic + paid, META, email nurture series, large scale live advisor events
Budget: $600K
Primary KPIs: 2x active monthly users YoY
MassMutual had developed a new state-of-the-art digital financial planning platform but struggled to increase proactive adoption among its target users: internal and independent financial advisors. Internal metrics showed:
Research and interviews revealed that advisors responded strongly to human stories, real use cases, and outcomes. Not specs or features. Advisors needed to see themselves in the story.
We developed a narrative that:
With this insight, we structured the creative approach into multi-format storytelling, tailored to key channels:
Comedic Paid Social Ads (example, example)
Shareable & funny takes on common life insurance situations, each tailored to specific audiences that MassMutual was trying to reach.
Hero/Tentpole Films (example, example)
Brand-forward narrative centered on an advisor’s journey. Challenges, transformation, outcomes. These are high-gloss, hybrid productions including live-action, 3D animation and VFX.
Social Edits (10–30s)
Platform-specific punchy cuts optimized for LinkedIn and professional communities.
Long-Form Testimonials
Deep dive interviews with real advisors, adding authenticity and proof points.
Supportive Assets
Behind-the-scenes, B-roll, and soundbites for reuse in email and paid media.Platform-specific punchy cuts optimized for LinkedIn and professional communities.
Long-Form Testimonials
Deep dive interviews with real advisors, adding authenticity and proof points.
Supportive Assets
Behind-the-scenes, B-roll, and soundbites for reuse in email and paid media.
We helped MassMutual more than double its audience over the first year of engagement, exceeding its goals for the campaign. They were so happy that they engaged us for a second year. We helped them more than double their audience again, which again exceeded client expectations.
Patrick had a partnership mentality and a deep understanding of the financial services industry. He was part of the team and worked collaboratively with us in all phases of video production from concepting, to writing the script and interfacing with compliance, to the actual shooting.
What I love most about Patrick and team is that they treat us like a partner, not just a client. They genuinely cared about the success of each video we created and the impact they had on our users and engagement. They had a deep understanding of our brand and positioning, which made it easier to work together and deliver completed videos more quickly.