Onboarding Corporate Film For Financial Advisors
Challenge
This was conceived as a mid-cycle update on Coverpath, to introduce the financial services platform to advisors who hadn't yet been onboarded.
Solution
We knew this couldn't be a straight corporate video. It also needed to include some high-concept aspects to get its audience's attention. We wrote an opening and closing that included a team of runners in New York City's Roosevelt Island park, with NYC's stunning skyline providing a gorgeous background. Our concept for this project was Coverpath's tagline: "You're on the Right Path with Coverpath". So the runners on paths made a lot of sense. We also shot parts of this video in a Brooklyn loft and in a nice New York City office building. We combined these narrative/commercial style segments with interviews of key MassMutual people, to give a presentation that leaned on the personal while giving the audience a quick overview of the platform's features and possibilities.
Results
The video has been a success, and despite its intended limited use is still being used by financial services advisors worldwide.
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