You’ve flipped past shouty webinar ads. This one is not ignorable. Fire Kite presents a 30-second animation that unravels the US dollar, to promote McAlvany Wealth Management’s summer webinar. In a highly competitive and crowded market, the challenge was to pique enough interest to generate an RSVP to a two hour event; a meaningful time commitment for the busy, high-net-worth audience away from their desks during the summer months.

A secondary challenge was the timing. Given the topical nature of the webinar material, the Fire Kite team could only be briefed on the event theme 15 days before the event. The promotional materials had to be concepted, produced and launched within that window.

The event, titled “When Old Assumptions Fray: Positioning For The New Market Order,” was created to discuss the ever-changing financial landscape in relation to the challenges faced by the US dollar. Fire Kite’s concept was to visually illustrate the fraying and unraveling of the American dollar bill to symbolise the shifting market conditions, while also highlighting McAlvany’s wealth advisors as expert speakers on the topic.

Fire Kite turned to the award-winning animators at Emberscope Studios, JAMD Productions for editorial, and NYC-based sound house, Singing Serpent. The team delivered a visually striking piece that created intrigue for the webinar and drove strong results – 900+ registrants and a 40% attendance rate; both highest ever numbers for the company.

“The McAlvany Wealth Management advisors are some of the sharpest financial thinkers in America, but you have to hear from them to find out,” said Alex Goulart, founder and executive creative Director at Fire Kite. “With this campaign, we’re hinting at the sophistication of their thinking through motion and sound, while illustrating the webinar topic in a visually evocative way.”

“Working with Fire Kite was a genuine pleasure from the first call to final delivery. Alex Goulart brought a creative vision that was ambitious and crystal clear, which set us up to do our best work. The timeline was tight, and Roman White animated the entire piece himself, a real feat given the schedule,” added Chris Sonnenburg, founder and creative director of Emberscope Studios. “What made it work was the communication. It was strong enough on both sides that the pressure never showed up on screen. The result is something everyone involved can be proud of. Fire Kite is exactly the kind of agency you want in your corner – talented, responsive, and fully committed to getting every detail right.”

Credits
Agency: Fire Kite
Founder & ECD: Alex Goulart
Business Strategy Director: Deb Pasquale
CD & AD: Zach Fugate
Designer: Austin Arnold
Producer: Charlie Colombo
Project Manager: Lori Shoukry
Email Marketing: Emma Crosbie

Animation: Emberscope Studios
Founder, EP & CD: Chris Sonnenburg
Animator: Roman White
Music: Singing Serpent
Executive Producer: Dennis Culp
Creative Director: Jon Spencer
Associate Producer: Beks Johnson
Managing Director: Glen Galloway
Editorial: JAMD Productions
Founder & Editor: Marshall Lee

Client: McAlvany Financial Group
CEO: David McAlvany
Head of Marketing: Chase Orrick