Video Scriptwriting
Would you trust your livelihood to a financial advisor you couldn’t shake hands with? That was the challenge Capital One Investing faced with its team of advisors available to clients solely by phone. Early on, adoption was understandably low, so I set out to “humanize” these advisors via a script—and resulting video—to drive higher conversion.
∨
I sketched several concepts with my Creative Director and we landed on an approach that highlighted each advisor’s background and personal details to create authenticity. This video is the end result.
My first steps: draft interview questions and have conversations with these finance pros. During the conversations, I noted interesting anecdotes, studied speech patterns and idiosyncrasies, and got a real sense of their personalities. Then I distilled it all into a script.
Next, we partnered with a videographer and shot scenes in advisors’ homes and office spaces, capturing elements of the moving, endearing details they’d shared with me. During filming, I worked with each advisor to sync my dialogue with their sensibility, so the footage rang true.
This script excerpt 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 goal to drive adoption of this new service.
Seeing this photo on one advisor's desk, I added a tailored line to his closing dialogue to give it real emotional punch.
One cut of the video was viewed nearly three million times via Facebook, garnering just under three thousand likes.
The piece was a success for the program as well, driving calls to the team and multiple client adoptions.
