THE ASK:
To create six 1-2 minute videos that feature real women discussing real experiences (both good and bad) in dealing with financial advisors. New York Life Investments ultimate goal was to empower women to participate and take charge of their own finances.
THE Process:
The most important thing was to find real women with stories to tell. We hired a casting director to assist to find 4 amazing women and one fantastic moderator to lead a roundtable discussion.
We built two different sets on a soundstage to ensure we had perfect recording audio, as the sound bytes we captured were ultimately the most important part of our stories. This docu-style shoot required 3 cameras on dollies and a full 26 person crew to bring this to life over two days of filming.
In post-production, we created multiple episodes from the footage we shot, and helped the ad agency create paper edits from transcriptions we created from the production audio.
The Outcome:
The client was thrilled to be able to share the final product with not only their own financial advisors so they can better empathize and work closer with female investors, but also their larger client base, which is increasingly female.