I led the creative for multicultural marketing and most DEI efforts. Many of their programs – YouthBuild, My Brother’s Keeper, Square 1: Pinky Cole Foundation – have had a positive impact on communities. One campaign platform I initiaited–The Diverse Content Series–helped Prudential engage with its diverse audiences beyond designated cultural months. My team also created a platform to help lift barriers in Black and Brown communities called “Blueprints to Black Wealth.” Lastly, I worked directly with Mayor Ras Baraka and the City of Newark on a video to bring businesses to Newark, called “We Are Newark.”
Blueprints to
Black Wealth
This was an ambitious project that my team worked on for 6-months to get this site live in 2024. We organized, categorized and updated existing content and also created assets from scratch. It was important that the site showed a clear path to build financial inclusion and generational wealth for the Black and Brown community.
These are mock-ups from the finished site. One of the goals was to integrate our new brand guidelines we developed with McCann. The site was organized by subject matter interest, such as investing help, retirement planning, financial tools, or community engagement. We kept the user experience clean and simple.
This is a website demo of the actual site.
Diverse Content Series
This low-cost ($15K per video) 2024 video series focused on women clients and Prudential employees who overcame obstacles and found purpose in their lives and communities. The marketing goal was to establish a better connection with its diverse audience beyond designated cultural months. Content would be seen in social channels, curated on a prudential landing page and on business product pages.
See how Christina Seid, the owner of the Chinatown Ice Cream Factory, brought her Chinese culture and ice cream to other communities.
Since childhood, Marilu always had a passion for photography. When she decided to turn that dream into a reality as a professional, she knew she needed a plan.
An entrepreneurial spirit, Stephanie always dreamed of having her own business. See how a job loss in the cosmetics industry would become the spark she needed to go for it.
Being a first-generation immigrant, John learned the value of saving from his mother. Now with his own children, he’s committed to giving them and his community more financial knowledge than he ever had.
Growing up in Newark, Tiffany’s charter school was blocks away from Prudential. Now she returns home as an employee of Prudential leading inclusion programs for the city that she loves.
In a blink of an eye, Anthony’s life changed. After a near-fatal car accident, he realized that a decision he made a long time ago was the reason he didn’t lose everything.
YouthBuild /
Opportunity Youth
This was an extremely rewarding project on a personal level. I was also fortunate to have been the director of the video. YouthBuild provided the opportunity for young people to earn a high school degree as well as giving them a career pathway like learning construction skills. Global partnership with construction companies helped to get young people hired, while strengthening their communities.
Opportunity Youth focuses on young people (350 million globally) aged 16-24 who aren’t in school or working. This landing page demonstrates Prudential’s commitment to outside programs that can help.
We are Newark
The video was to be used as a sales tool for the Mayor and the city of Newark to bring businesses to Brick City. With a budget of $30K, I worked with our executive producer and an art director to concept and direct the content. It debuted at the annual “State of the City Address” at NJPAC.
The Obama
Presidential Center
Working with the Comms and DEI team, my team came up with concepts for the Barack Obama Presidential Center. SInce we had only two days, I threw this idea into the mix, then focused on my team's work. In this concept, people who visited this display would take a photo from a booth, then see their image digitally placed on the giant sculpture bust. It would become our American selfie.
Square 1:
Pinky Cole
Foundation
Restaurateurs Pinky Cole and Derrick Hayes have been committed to helping their Black community since day 1. Partnering with Prudential, their goal is to help provide free life insurance for a year for 25,000 Black men–which will help protect their family and legacy.
Andrew Dalsass © 2025 — New York, NY