Equitable: Moments Matter Campaign
Commercial, Brand Campaign
Together with Equitable’s internal marketing team and external agency partner, Stryve Digital Marketing, we launched Moments Matter. A docuseries built from real, unscripted conversations with customer care and senior leadership team members across the business. Oak + Rumble led video strategy, creative design, production, and post-production, ensuring every decision aligned with long-term campaign goals.
The result? A 3-day shoot that scaled into a full-funnel everygreen content engine, that's still evolving today.
Equitable: Moments Matter Campaign
Case Study | Commercial, Brand Campaign
What we made.
Act I
15x interview videos (English + French)
90 total exports (each video in 16:9, 1:1, and 9:16 across both languages)
Captions, integrated thumbnails, motion graphic overlays
Internal bonus blooper reel for the EQ team
Act II
1x 90-second trailer (ENG + FRE)
1x 30-second teaser (ENG + FRE)
12 total exports (3 formats × 2 languages × 2 videos)
Act III (in progress)
4x themed brand videos using original interview assets
24 final deliverables planned (English + French, 3 formats each)
How it came together.
This wasn’t three campaigns. It was one system, designed from day one to scale.
To match Equitable’s brand direction, Moments Matter needed to feel authentic and unscripted, with a raw behind-the-scenes vibe that highlighted real people, not polished spokespeople.
We pulled it off with a 4-camera setup, multiple handheld and tripod rigs, and a full lighting strategy to give each shot depth and warmth without losing the lived-in feel of a real office. Over a 3-day shoot, we captured 15 interviews, each lasting 30 to 60 minutes, spaced out to accommodate team member schedules.
Most of the people we interviewed had never been on camera before. This initiative was brand new for Equitable, and it was a totally new experience for employees to see a camera crew in their space. But we kept things light on set, and everyone settled in quickly. What we captured were real conversations with real people who had great stories to share.
All filming took place in Equitable’s freshly renovated headquarters located in Waterloo, Ontario. These weren’t sets, they were active workspaces. We handled location scouting, audio planning (checking for distracting sounds like AC humming, or high traffic areas), and production planning in advance to keep things organized and efficient, even with teams working nearby.
We were intentional about giving each interview its own look and feel. That meant scouting multiple locations, switching up our framing, and making micro-adjustments within the same spots to keep visuals fresh and engaging. Our 6-person crew handled lighting, audio, camera operation, and talent direction while creating a calm, collaborative atmosphere.
And the work didn’t stop after filming. As the internal EQ team and their agency partner Stryve saw the potential in the footage, the project kept expanding. New asks, new formats, new themes. We stayed agile throughout, adapting our post-production plan to turn three shoots into a multi-phase content engine that’s still driving results today.
What happened next?
Act I results so far...
11.5M+ impressions — Across paid and organic distribution
1M+ views — Across LinkedIn, Instagram, and internal placements
100K+ page views — Proving real interest in the stories behind the brand
8%+ engagement rate — Beating LinkedIn benchmarks by 2x
1M+ engagements — Comments, shares, clicks, and reactions
90-second trailer
15 interviews.
Behind the scenes.
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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