PROJECT DETAILS:
Client: MFA
Agency: Narrative Strategies
Date: 2024
Type: Live Action
Awards: 2024 Silver Telly Award
My Role: Editing, VFX
PROJECT OVERVIEW:
In collaboration with the Managed Fund Association (MFA), we created a compelling video narrative showcasing how private credit serves as a critical lifeline for small businesses during economic downturns. Through the real-world success story of Cooper Hotels and their partnership with A/B Carval during the COVID-19 pandemic, this project effectively humanized the often-overlooked role that private credit plays in sustaining businesses and communities during challenging times.
THE CHALLENGE
Private credit, despite its crucial role in the economic ecosystem, often remains misunderstood or invisible to the general public and policymakers. MFA needed a persuasive media piece that could:
• Illuminate the essential function of private credit when traditional lending sources retract during economic crises
• Demonstrate the tangible human impact of private credit through a relatable small business story
• Build positive sentiment toward alternative asset management by showcasing its real-world benefits
• Translate complex financial concepts into an accessible, emotionally resonant narrative
THE APPROACH
Taking over production on the project after principal photography was complete, I focused on crafting a compelling storytelling experience through strategic post-production techniques:
• Developed a narrative structure that balanced the personal journey of Cooper Hotels with educational insights about private credit
• Implemented subtle but impactful visual effects to enhance storytelling moments without drawing attention to the techniques themselves
• Created dynamic movement through VFX in previously static shots, including a hallway sequence with carefully retimed elements to visually represent the COVID impact on hotel operations
• Designed seamless transitions using compositing and tracking masks to maintain narrative flow and viewer engagement
• Balanced informative content with emotional storytelling to make financial concepts relatable and meaningful
The undetectable VFX work transformed otherwise stationary footage into visually compelling sequences that deepened the viewer's connection to the story—enhancing the narrative without calling attention to the technical artistry involved.
THE IMPACT
The resulting 3-minute video successfully translated complex financial mechanisms into an accessible, human story that resonates with audiences beyond the financial sector. By showcasing how private credit functioned as "economic marines" during a crisis, the piece effectively reframed alternative asset management as a vital component of economic resilience and recovery, eventually winning a Silver Telly award!
Through Cooper Hotels' authentic testimonial and our enhanced visual storytelling, the video created a powerful educational tool that builds understanding and positive sentiment toward private credit's role in supporting American small businesses and the communities they serve.
