Empower |Scaling Video Operations
Operationalizing Video Production
Built and led a centralized video and animation team of seven, tripling annual production to more than 300 videos by streamlining workflows, integrating responsible AI tools such as ElevenLabs and Adobe Firefly, and introducing remote filming capabilities for rapid market-response content, all while maintaining ADA compliance.
Empower App Tools
The Empower Personal Dashboard app sits at the center of both B2B and B2C marketing efforts, serving as a primary platform for participant engagement.
To clearly communicate the breadth of tools and features available within the app, the team developed a flagship overview video that distilled complex functionality into a concise, accessible narrative. The concept, design, and post-production were led internally, with a local production partner engaged to support specialized filming requirements.
Personal Wealth App
The Empower Personal Wealth app, including its free financial tools, enabled direct-to-consumer engagement without requiring an employer-sponsored plan. Supporting this strategy, performance-driven video ads became a core driver of app downloads and user acquisition.
While creative variations were continuously tested and updated to reflect evolving UI enhancements, the original concept consistently outperformed challenger executions—remaining the top-performing asset across multiple testing cycles.
Plan Sponsor & Advisor Videos
While participant outcomes remained central to the messaging strategy, plan sponsors and advisors were Empower’s primary clients. Ensuring the story resonated with their priorities and perspective was essential.
Video became a critical tool in building and sustaining these relationships—supporting initial sales conversations and continuing throughout the lifecycle of the partnership.
Wall of Savers
Prior to expanding the internal video team to seven full-time members, partnered with external production agencies—including Legwork, Demo Duck, Idemoo, and Friends of Mine—to deliver high-impact creative initiatives.
Given the complexity and regulatory requirements of the retirement industry, these collaborations required clearly defined narratives, structured pre-production planning, and close alignment before engaging external partners.
Maintained rigorous oversight throughout concept development and production to ensure adherence to brand standards, messaging integrity, and compliance requirements.
Get a Better Retirement Plan
In the early stages of Empower’s formation—prior to launching a fully developed B2C offering—the focus was on strengthening brand recognition without relying on a direct call to action.
Video became an effective vehicle for reinforcing brand awareness among existing clients and their employees, many of whom were newly introduced to the Empower name.
To maximize efficiency and budget impact, four campaign spots were produced in a single-day shoot at one location. The creative concept reframed the familiar phrase “there are no bad ideas,” positioning the idea that while creativity may be limitless, a poorly designed retirement plan can have real consequences.
Client Work
Standardized a participant video suite while delivering fully customized solutions for large enterprise clients with more than 500 million dollars in assets.
Collaborated directly with enterprise clients to align messaging with their brand and communication strategies.
Positioned video as a critical tool in advisor sales enablement and long-term partnership support.
How to Link Accounts
Empower produces a significant volume of participant-facing and advisor-facing educational content to support engagement and action across retirement plans.
Among the most consistently utilized assets was the “How to Link Accounts” video, designed to simplify a high-friction user task. Performance and engagement data were regularly reviewed to identify optimization opportunities, with ongoing collaboration alongside the broader analytics team to refine content and uncover additional areas where video could improve participant outcomes.
“Make a Plan”
We wanted to create a series of animations to address the risks of not having a plan in a more accessible, humor-driven format.
Animation allowed for efficient production and rapid deployment across social platforms, increasing engagement with both participants and plan sponsors while maintaining brand consistency.