Sun Life: POV Campaign
Commercial, Case Study
We partnered closely with Sun Life’s marketing team to develop a creative approach that would feel personal, intuitive, and scalable. Our strategy? Two POV-style videos, shot from the perspective of a client and a financial advisor, allowing the viewer to step directly into each role. By prioritizing relatability and simplicity, and adding custom video personalization via Vidyard, we created a campaign that stood out in a sea of corporate emails.
Sun Life: POV Campaign
Case Study | Commercial, Case Study
What we made.
2x POV-style campaign videos (Client + Advisor versions)
4x cutdowns in 16:9 and 9:16
Personalized versions using first-name overlays via Vidyard
CTA overlays and thumbnails optimized for email performance
Final files delivered in high-res web formats, ready for email and landing pages
How it came together.
This campaign pushed creative and technical boundaries. We scripted two distinct narratives designed to mirror the real-world experience of using Sun Life’s digital tool. One from the client’s POV, and one from the advisor’s. Our director, Brandon, storyboarded each sequence in detail to help internal teams visualize the execution.
To make the POV effect seamless, we used one of the only first-person camera helmet rigs available in Ontario, capturing dynamic footage while keeping the viewer immersed. Filming was completed in just 2.5 days across multiple locations, thanks to a lean, well-coordinated production plan. The final edit included visual overlays, screen replacements, and custom audio design. Each video was then personalized using Vidyard’s video tech to display the recipient’s name (an extra layer of connection that paid off big).
What Happened Next?
88% open rate — 14% above benchmark for Sun Life’s email campaigns
62% click-through rate — Far above industry averages
Standout internal feedback — Widely shared across teams as a creative benchmark
Ready to rumble?
For over 10 years, we’ve helped busy marketing teams create standout content—without the stress. Projects typically range from $15K to $100K+, so it’s worth choosing a partner who knows how to make that investment in your brand count. If you're looking for a creative team who gets it, let’s talk.
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