Client: TIAA

Long-form edumercial for Financial Advisors

THE CHALLENGE

TIAA was looking for a video that could break through the noise and help connect with financial advisors on a deeper level, both acknowledging the importance of their role and providing needed education/reinforcement on the value of TIAA’s flagship product. Seeing many advisors only once per year at a preeminent industry event, their sponsorship and attendance created a platform to make an impression and strengthen connections – if they had the right hook to open a dialogue.

THE SOLUTION

Our answer was Edumercials – a unique approach that disarms and captivates audiences by wrapping educational content within the polish of a commercial. We drew on parallels to other professionals to whom advisor clients outsource services in their personal lives and utilized underlying visual metaphors. This series of three short live-action videos was scripted, shot, and produced by UPTICK. Minimalist animated charts and graphics overlayed the footage, mirroring lines within the live action and sparing text was used to reinforce points.