Coverpath Brand Launch Film

We created the brand launch film for MassMutual's new online insurance platform.


MassMutual created Coverpath, the life insurance industry's first all-digital platform for life insurance. It's cutting-edge  and very cool. It not only helps MassMutual advisors do their jobs, it also makes the insurance process much easier for end clients. Coverpath is a game-changer. They needed a brand launch video that would help create a buzz and get advisors to start using the platform.


We told the Coverpath story in a way that connected the platform to their advisors' hearts and convinced them to give the platform a try.

We learned all we could about Coverpath and about the life insurance industry. It blew our minds that the old way of doing life insurance could involve 7 computer systems and even stuff written down on paper. Meanwhile, advisors had to keep tabs on the process, and it wasn't easy. This old way of doing life insurance sucked from the consumer side, too: it often took forever to get through the process and get covered. Stuff fell through the cracks, inevitably.

Then we talked with advisors who'd used Coverpath as part of their practice. We interviewed a dozen advisors, not only to learn about their experiences with Coverpath in its pilot program, but also to find threads of a story that could be used to connect with MassMutual's advisors in a heartfelt way.

We got our story: it was about a young advisor who was following in the footsteps of his father- also a MassMutual advisor. The young advisor brought his dad's wisdom and combined it with the Digital experience his current clientele expected and wanted.

We told the story interspersed with doc-style scripted interviews. We shot the narrative parts on the streets of New York City with the advisor speaking in voiceover, and used visual effects to connect real-world customer reviews of Coverpath into the story.


The launch was a huge success. It fulfilled its mission to launch the Coverpath brand in a big way, it got advisors interested and pumped about the new platform, and it helped explain how Coverpath can help their businesses succeed and keep their clients happy.

MassMutual was so happy with the work that they've brought us back several times to continue creating attention-getting video content for them. We've also won several video production awards for this work.



Production Company:

Patrick Ortman

Director of Photography:
Eric Richardson