Gainbridge
Gainbridge set out to disrupt the annuities market by making what's traditionally been a complex, advisor-driven product accessible online. As their creative partner across multiple years, I helped build the brand from scratch and position Gainbridge as a modern, trustworthy alternative in a category that badly needed it.
My team and I developed integrated campaigns, produced national TV spots, shaped the digital product experience, and managed their high-profile Indy500 sponsorship for two consecutive years — all while maintaining a cohesive brand voice that made annuities feel accessible instead of intimidating.
Even geniuses can’t predict the market
Project type Omnichannel campaign
My role Creative Director
Year 2017
Agency Gravy Boat Regatta
Most people avoid annuities because they seem boring, complicated, or they think they can outperform them by playing the market themselves.
However, even history's greatest minds couldn't predict the market. Newton lost a fortune in the South Sea Bubble. Charles Babbage — the father of computing — lost significant wealth in railway speculation. The market, no matter how smart you are, is inherently unpredictable. So maybe guaranteed returns deserve another look.
We created a campaign featuring history's smartest people and their spectacular market failures — positioning Gainbridge's guaranteed returns as the smarter bet.
CREDITS
Creative Direction: Bullish, Jonathan Campo, Henry Mathieu
Art Direction: Jonathan Campo, Missy Bruno
Design: Missy Bruno
Don’t trust
your uncle.
Trust the numbers.
Our research revealed that most people's understanding of annuities came from that one family member who "knows about money" — and unfortunately, Uncle Dave's knowledge was typically 20 years out of date. Modern annuities had evolved significantly, but the old stigmas persisted.
We took aim at these well-meaning but misinformed family financial "gurus" with a campaign that gently called out outdated advice and positioned Gainbridge's transparent, data-driven approach as the antidote.
CREDITS
Creative Direction: Jonathan Campo, Henry Mathieu
Art Direction: Jonathan Campo, Missy Bruno
Design: Missy Bruno
No drama annuities
How do you sell the idea of "boring" as a feature, not a bug?
The solution? We leaned into it. While the stock market delivers daily anxiety and drama, Gainbridge offers guaranteed 4% returns — steady, predictable, and refreshingly drama-free. We created a campaign that positioned the lack of excitement as exactly what smart investors want. When you know you can get a guaranteed 4% return, you don’t have to deal with any market drama.
CREDITS
Creative Direction: Jonathan Campo, Henry Mathieu
Art Direction: Jonathan Campo, Missy Bruno
Design: Missy Bruno
Indy500 Sponsorship
Gainbridge became the title sponsor of the Indy500 — one of the biggest sporting events in America and a massive brand platform. We were tasked with creating all sponsorship creative and activations to maximize this investment.
But how do you connect a financial services brand with the excitement of racing without feeling forced? And how do you stand out when you're competing with dozens of other sponsors for attention?
We created a comprehensive sponsorship ecosystem: in-track activations, eye-catching pylon animations, program advertising, and a nationally broadcast TV spot that connected the reliability you need on the track with the reliability you need in your financial future.
CREDITS
Creative Direction: Jonathan Campo, Henry Mathieu
Art Direction: Jonathan Campo, Missy Bruno
Design: Missy Bruno