Employee Benefits Superhero — Campaign

Role
Creative Director

Function
Campaign + Brand Development | Strategy + Design

Objective

Transform a complex financial services brand into an immersive, episodic campaign universe that engaged benefit brokers across social, email, and web over four evolving seasons, driving measurable awareness, engagement, and quoting activity for Equitable's Employee Benefits suite.

The Employee Benefits Superhero campaign began as a single integrated concept and grew into something far more ambitious. Over two years and four seasons, the creative evolved from a striking visual theme into a fully realized campaign universe, what we came to call the "Equi-verse", where benefit brokers were positioned as the heroes their clients needed, and Equitable's technology and products were the superpowers that made them unstoppable.

Each season began with a new brief from the business, a new set of objectives, and a new opportunity to push the visual language further. The campaign was designed to build on itself, progressing the look and feel into increasingly modern, animated, and conceptually rich territory while maintaining the through-line of the superhero narrative that resonated so strongly with the audience from the start.

The work spanned email series, social posts across Hearsay and paid LinkedIn, campaign landing pages, white papers, digital ads, and web experiences, all working together as one cohesive brand story told across multiple platforms and multiple seasons. Animation and motion were introduced progressively to increase engagement and bring the "Equi-verse" to life in a way that static creative could not.

The results confirmed what the creative instinct suggested. The Superhero theme consistently outperformed benchmarks across every channel. Landing page engagement reached 92.8%. The Fall 2025 campaign achieved a 1.45% paid social CTR, significantly surpassing the benchmark of 0.05% to 1%. Email campaigns drove a 50% year over year increase in RFP activity among engaged firms. The concept proved that a highly regulated financial services brand could tell a story compelling enough to stop a busy broker mid-scroll and move them to act.

The campaign earned a 2026 GDUSA American In-House Design Award in the Integrated Marketing Campaign category, recognized for the range, consistency, and creative ambition of work produced across a distributed team over multiple seasons.

Campaign + Brand Development | Creative + Strategic Direction

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