Ethos

Performance Marketing Concepts

I developed three static design concepts for an Ethos performance marketing campaign on social, exploring fresh creative approaches beyond their existing campaigns.

1. Price Over Time – A graphic illustrating how life insurance costs increase with age, reinforcing the urgency to buy now.

2. Fixed Cost Q&A – A spin on the Q&A format emphasizing that life insurance rates remain fixed throughout the contract.

3. Seamless Online Access – A lifestyle image featuring a person on a device, reinforcing the ease of applying online.

* Images are for reference only and used as a proof of concept. Photos are sourced from https://jakestangel.com/

Motion Concepts

I designed and animated two motion concepts for Ethos’ performance marketing efforts:

Bouncing Coins – Affordability Message

This concept uses dynamic motion to engage viewers with real-world physics. Four quarters bounce around the screen, reinforcing the affordability of Ethos term life insurance, which costs less than $1 a day. The movement builds curiosity and keeps attention on the message.

UGC Story – Breaking the Taboo

This piece repurposes user-generated content to create a narrative around overcoming discomfort in discussing life insurance. The animation enhances the creator’s message, making the topic more approachable and encouraging open conversations.