FOR IMMEDIATE RELEASE
Pluck created a unique branded content comedy video series for Fortune 500 financial services company MassMutual with writer/director Patrick Ortman
PluckStudio has completed a branded content video series for MassMutual's Coverpath, the digital life insurance platform. Pluck's writer/director/producer Patrick Ortman ran the project from concepts and scripting through production and final cuts for the campaign, which is currently launching on several social media platforms.
MassMutual came to Pluck with the challenge to create a cost-effective yet engaging video marketing campaign for their insurance advisors. The project was intended to help advisors reach new audiences, and had a two-month turnaround from scripting through post. "We came up with a way to give the client engaging content on a budget by being smart about story and scope, designing the campaign so it could be filmed over consecutive days on a soundstage with a small but talented crew. We created 6 different but interrelated sets, so we needed quick art department and lighting turnarounds between episodes" says Ortman. "For story and tone, I love that Coverpath was open to a tongue-in-cheek comedic approach for the series. They got behind our ideas and really collaborated to create content that ticked all their boxes and compliance requirements while still offering an entertaining experience. For the audiences they're hoping to reach, that's way better than a straight informational approach. And it was a blast!" says Ortman. He adds, "Pluck is bicoastal so we did all the pre-production in New York, and then shot on a soundstage in Los Angeles." Post was done in-house at Pluck.
"I knew we had to really lean on the strengths of the storytelling and talent on these" continues Ortman "when you don't have the budget to do big set-pieces, you have to be... well, plucky. You have to design the project around the resources and the time you have. Pluck lives mostly in the digital space, so we're used to this approach. Seeing it all come together was magical. And MassMutual totally got it: this wasn't exactly a commercial campaign, it was a bit more like a digital series- we worked to create stories and even character arcs across some episodes. The client loves it. What's more, the early test results with their audience show that these videos drive a lot more brand engagement than expected. We're already talking about a follow-up."
PluckStudio makes commercials & content in New York City and Los Angeles. For more, visit http://pluckstudio.com