Case study — Moments That Matter

Case Study
Osaic, Inc. · 2024

Moments That Matter

In pursuit of millions of moments that matter. Together.
Scope
Identity, Videography, Multi-Channel Campaign
Duration
6 Months (Initial Phase)
Team
5 creatives + strategy
Role
Creative Director
Delivered
2024
01 — The challenge

Humanizing Financial Advising

The financial industry is crowded with safe, generic messaging that fails to build emotional relevance. Our challenge was to establish Osaic as a modern, innovative, and genuine brand that advisors could relate to and understand. Through research, we uncovered that 72 percent of advisors felt estranged from mainstream financial advertising, citing a lack of real-life stories and genuineness. This insight guided our strategy to place authentic advisor-client interactions at the forefront and move away from impersonal, corporate-driven narratives.

01
Financial advertising often lacks "meaning, trust, and emotional relevance." We needed to push the brand beyond category norms.
02
As a new identity (transitioning from Advisor Group), the brand needed an integrated system to guarantee consistency and distinction across all channels.
03
Overcoming 'marketing speak' meant prioritizing genuine photography and accounts that focused on real moments rather than relying on corporate messaging.
02 — Process

How we worked

Phase 1
Research
Analyzing the storytelling approaches of successful brands, particularly those known for their authentic and emotionally resonant campaigns, such as Apple. Developing a concept video to effectively communicate the desired aesthetic and storytelling style to Substance Strategy & Creative. Establishing a process for collecting authentic "moment" submissions from Osaic's financial professionals, including guidelines for photo and video quality. Identifying and curating high-quality stock videography that could seamlessly blend with user-generated content to maintain visual authenticity. Exploring various distribution channels to understand the optimal formats and messaging for each platform.
Phase 2
Solution
Turned brand strategy into a clear story. Set "rules" to protect the brand and help "Moments" work in digital and print.
Phase 3
Design
Created original graphics, writing, and campaign materials. Led art direction for high-quality photos for digital, YouTube, and live events. During this phase, creative and strategy teams collaborated closely, sharing feedback and coordinating on objectives to ensure every asset was purpose-driven and on-brand. This partnership united diverse insights and strengthened outcomes at every stage.
Phase 4
Deploy
Integrated campaign assets into ConnectED mainstage interstitials and internal employee communications. Maintained a production calendar to hit deadlines across social media and print materials.
04 — Results

Outcomes & impact

15M+
Impressions
1.5M
Video Views
115K
Unique Visits
600K
Emails delivered
50k
Direct Mail Pieces
WM Industry Awrads, Digital Marketing Campaign of the Year - Finalist

"It makes me feel good as a marketer, and more importantly as a human, to be able to showcase these powerful moments. For me, this really connects the dots to how our support of advisors supports their relationships with their clients and how there is a greater good that is being served by the work we all do."

Katey Marina, Marketing Manager
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