MassMutual

Long Form Content

Teamwork. Interdependence. Mutuality. These are some of the values that MassMutual shares with retired U.S. Army Command Sergeant Major Gretchen Evans. For Veteran’s Day, Newfangled Studios and MassMutual teamed up to create a branded film that brought those values to life. The goal? Honor our veterans and grow brand love amongst the most patriotic viewers.

Letting the subject outshine the brand

Per MassMutual’s core values, this film needed to be in service of Gretchen’s story, first and foremost. We let the brand’s messaging take a back seat while adding only tasteful nods and subtle language hints throughout.

As a long form piece, we needed to hook viewers early and structure the story in a way that kept them engaged throughout. Newfangled Studios leveraged the emerging story arc, proven effective by Google’s Creative Works, to unfold the story in a way that was authentic to the platforms on which the film would appear.

Go Short To Go Long

To drive traffic to the film, we took a cue from the movie industry and cut short form trailers optimized for Facebook, LinkedIn, and Instagram. These teasers worked to promote brand awareness at second zero, and encourage viewers to engage with the brand further.

A Strong Client Relationship

Newfangled Studios worked to delight the client at every turn, offering thoughtful collaboration during the creative stage, a fun and professional atmosphere throughout the production, and a fast but meticulous process in post that exceeded schedule expectations, so that the work could be released in time for Veteran’s Day.

Just wanted to say you've all been amazing at every step of this project. Huge thanks to everyone involved! Until we meet again!

Overall, love, LOVE, LOVE!
Or more specifically, *chef's kiss*

This is beautiful!
Outstanding work.

You guys were the best production partners for this. I so appreciate everything you did to help bring the story of Team UNBROKEN to life!