I led creative teams across many of Prudential’s key U.S. Business products and services. Whether for life insurance, retirement, or Prudential Advisors, my expertise in storytelling drove outcomes and gave clients a competitive advantage. For example, FlexGuard Annuities made $10 billion in its first two years after its launch.
Conversations:
Annuities &
Life Insurance
I love the challenge of coming up with a creative solution that’s also budget friendly. These videos were $5-$10K each and we did a lot of them. In year one, we focused on annuities, and our videos showed couples on a park bench sharing thoughts about retirement. A strategist and I identified key insights, and I was able to concept, write and direct the campaign. What we discovered was that many couples may know the little things about each other, but sometimes avoid the big conversations–like planning their retirement. In year two, we focused on life insurance.
This life insurance video has received 1.7 million views on YouTube alone. Adding a creative team in year two, we centered our families around a dinner table, which is often the one place where everyone is together to have a conversation.
This video had 168K views, just on Facebook. See how couples share their dream place to retire but are sometimes on different pages.
Couples face off to see if they are in sync with their spouses regarding how much money they need per month in retirement.
How often do couples speak about retirement? Not as often as you might think.
People prefer to avoid discussing life insurance. Seeing these kids talk about it may make it easier to start your conversation.
Videos were also created that touched on subjects important to achieving financial stability. This one discusses the importance of an emergency fund.
Piano Experiment:
Retirement Benefits
Regarding our workplace retirement benefits, most people spend less than 25 minutes figuring out this critical investment. Less time than it would take to learn to play the piano. These six people had no idea what they were about to walk into. See what happens.
Prudential Advisors
This campaign created for the Prudential Advisors team, garnered 1.5 million social impressions, including over 6K likes, shares and comments. The goal was to demonstrate how advisors are instrumental in building long-term financial success. Partnering with a strategist, we developed the insight that a financial relationship isn’t a transactional one–it’s a partnership built over years. Great planning helps make great life moments happen. I was able to roll up my sleeves to concept and direct the series–it won gold at the FCS awards.
Jamaica Partners: This is a story of how six clients were able to set aside their own careers to help others.
A Love Story: See how Virgilio was able to retire early to take care of his wife.
A Road Well Traveled: Dave and Terry wanted to build something in retirement. They never dreamed that buying an RV and traveling the country would lead to building homes for others.
We kept the same strategy, but created executions using user-generated content. This video received 611K views on Youtube alone.
FlexGuard:
Product Launch
I spearheaded the entire creative launch of Flexguard indexed variable annuity which made $10 billion in sales in the first two years. We did everything from videos, collateral, social and targeted B2B ads.
This is the cutdown version of the launch video. Initially, it was sent to third-party advisors, who then shared with their clients.
Impact mailer sent to clients and advisors, which played our video.
A collateral piece for consumers.
After initial launch, consumers were then targeted. We drove them to this landing page on prudential.com.
Journey to Retirement
On YouTube alone this series had 699K-1 million views per video. We casted real people at various stages of life. Our client from the Retirement team, wanted a B2C campaign that showed scenarios where having someone in your financial corner could help lead to a positive outcome.
Spirited entrepreneurs, the Meyers were determined to see their chocolate business succeed. But could it come at the expense of their retirement?
Recently divorced dance instructor Jullissa, was reluctant to set out on her own financial journey. See what she discovers.
Manifesto video of the four stories that we captured.
Financial Tips:
Advisors / Retirement
Counselors
For many of Prudential's U.S. Businesses, we created quick-hitting content to help people navigate the financial maze. (One video had over 3 million views.) Whether for consumers or employees, we wanted to be a resource for financial education.
3.2 million viewers watched this video on how the majority of us will one day need some type of long-term care.
Former NY Giants running back turned advisor Delvin Joyce gives tips on how to save for retirement.
See how Retirement Counselor Veronica helps an entire healthcare network one person at a time.
Andrew Dalsass © 2025 — New York, NY