Creative Production for Emma's Digital Ad Campaigns

In early 2024, I collaborated with Emma, a Canadian online life insurance company offering a transparent, commission-free approach to helping families secure financial protection. Their mission is to make life insurance accessible, affordable, and easy to understand, especially for young moms and families navigating major life milestones.

Unlike traditional brokers, Emma compares policies from top insurers in minutes — all online — and without pushing expensive options. They don’t work on commission, which makes their advice more objective and focused on what’s truly best for the client.

Emma approached me to produce graphic and video ad creatives for their Meta Ads and Instagram campaigns. The goal was to translate their clear, values-based approach into content that resonates with a digital-first audience — and builds trust at first glance.

🎨 Static ad creatives that explained key product features in a clean, relatable way

🎞️ Short-form video ads designed for mobile viewing and optimized for Meta’s visual environment

📱 Content tailored specifically for Instagram & Meta Ads, ensuring strong alignment with platform norms and user behavior

From coverage breakdowns to emotional hooks, each creative piece was built to speak directly to young parents looking for peace of mind — without overwhelm or pressure.

Working closely with Emma’s internal team, I helped develop a flexible and collaborative creative workflow that brought together multiple content types:

Coordinated with UGC creators to bring authentic, real-life storytelling into the brand’s ad ecosystem

Designed graphic assets that clarified complex insurance terms while maintaining a friendly, accessible tone

Iterated quickly on ad formats to align with platform best practices and campaign goals

Ensured consistency across visuals, messaging, and Emma’s overall brand voice

This project was about more than visuals — it was about turning financial literacy into compelling, scroll-stopping content. By simplifying complex topics and humanising Emma’s message, our ad creatives helped the brand reach families in a way that felt supportive, transparent, and empowering.