The Brief: The ads needed not only to showcase the app and its various tools, but also to keep a consistent focus on the people using them. :30, :15, and :06 versions were required, each prominently featuring the new Empower tagline and mnemonic at the end. We focused on keeping the app and its screens front and center while conveying each user’s personality through their hands, voice, and environment. The swipe/tap interaction allowed us to transition quickly between scenes without needing to repeatedly re-establish the interface or introduce new features.

The Outcome: The ads performed very well on social (both organic and paid), but they were especially effective in programmatic campaigns driving advisor calls. The work became the primary video creative, and even after Empower updated its tagline and end card branding, the videos were adapted and continued running due to their efficient cost per set.