Client
Prudential Financial
Role
Art Director
Audience
Consumer
Date
2025
Prudential ActiveIncome Contingent Deferred Annuity — Launch Campaign
This project marks the highly anticipated market introduction of Prudential's ActiveIncome Contingent Deferred Annuity. Tasked with making a sophisticated financial product accessible and compelling, I developed two cornerstone deliverables: an interactive customer-facing microsite and a comprehensive client brochure.
The creative challenge was translating considerable product complexity into clear, confident storytelling — repositioning the offering in a way that resonates with customers while functioning as an effective sales tool for advisors. The microsite was built mobile-first and engineered to meet the latest Web Content Accessibility Guidelines (WCAG 2.2), ensuring a seamless experience across all devices and audiences.
Creative Director: Carl Sastram
Copywriter: Meghan Davey
