When I joined Empower I put forward a strategy to bring in talent from the companies success on Tiktok and Instagram and leverage their personality for TV commercials. Emily is an incredibly talented creator on Tiktok who I found while researching the many money struggles that people across the nation were feeling in 2024 into the present. We took a unique approach with these TV spots by basing the narrative arc on her personal stories and inviting her to act in each spot as a real customer.

Working with a colorist and an editing team, we were able to shoot and launch these spots on TV placements in under three weeks. We tested versions of each spot that utilized interactive product demos as well as simple on-screen feature graphics.