LINK Product Explainer

Create an animated video that lives on the landing page for Prudential’s new financial product, LINK. By providing new consumers with a quick introduction to the product they would be more likely to sign up.

LINK is a personalized experience for it's users, helping them to visualize milestone life events and helping connect them with the appropriate financial products. The initial styleframes focused on this idea — with one direction creating iconographic vignettes of those life events, and the other leaning a bit more heavily into character-centric vignettes. Both concepts incorporated visual language from the user interface, focusing on the circle motif found in the product.
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An initial client ask was to keep the style abstract. straying away from showing the actual interface too literally. After the initial styleframes were presented, this direction was changed — with them wanting to show it a bit more literally. Finding the balance was where I landed with the final style for the video.

The final video was a fine-tuned compromise between abstracting the user experience of LINK with literal representations of the interface. While it lived on the sell site, Prudential found a significant increase in the click through rate for people going to sign up.