Seeing advisors as everyday people with families, obligations, and emotions was key in this concept. I interviewed each one and pulled interesting tidbits from their stories to build a narrative around. I studied their speech patterns, anecdotes, and personalities, then infused them into a script.
We partnered with a videographer and shot scenes in their actual homes and office, giving the piece emotional heft and authenticity. I worked with each advisor to align the dialogue I'd written to come naturally from their mouths.
A script excerpt that reflects how I melded advisors' actual voices with Capital One Investing's voice. The dialogue is an amalgamation of their words, my intent to create an emotional connection, and the company's intent to drive adoption of this new service.
Seeing this photo on the advisor's desk, I added a tailored line to give the closing dialogue real emotional punch.
One cut of the video has been viewed nearly three million times via Facebook, garnering just under three thousand likes.