TIME x Ally Financial: Moguls in the Making Branded Content

Project Description

Melty Cone Video collaborated with TIME and Ally Financial on a pivotal branded content program: "Moguls in the Making 2020." The initiative aimed to showcase the profound, real-world impact of the program on the lives of young Black professionals, highlighting Ally's unwavering commitment to fostering economic equality.

The Clients & Their Shared Mission

Ally Financial is a leading digital financial services company, deeply committed to closing the opportunity gap for young Black professionals and creating pathways towards economic equality. TIME, renowned for its impactful storytelling, partnered with Ally to amplify the narrative of their "Moguls in the Making" program, a multi-year professional development initiative for students of Historically Black Colleges and Universities (HBCUs).

The Storytelling Challenge

The core objective was to develop innovative and creative branded content that would bring to life the transformative power of "Moguls in the Making." This involved intimately telling the stories of four mentors from the 2019 program who returned in 2020, revealing their unique journeys, challenges, and successes—all while subtly weaving in the pivotal role Ally Financial played in supporting their economic and professional advancement. The content needed to be authentic, inspiring, and effectively position Ally as a longtime champion of opportunity for underserved groups.

Melty Cone Video's Solution

Melty Cone Video took a deeply human-centered approach to this project. We crafted compelling branded content that authentically captured the personal accounts of the four mentors. Our production focused on high-quality interviews and naturalistic storytelling, allowing each mentor's unique arc to unfold—from their initial participation in the Weekend of Learning to their present-day success. We meticulously designed the narrative to showcase their realized potential and subtly integrate Ally's supportive role, ensuring the content was both inspiring and impactful.

Impact & Outcome

The resulting branded content powerfully amplified the mission and success of the "Moguls in the Making" program. By sharing these genuine mentor stories, the videos strengthened Ally Financial's position as a dedicated advocate for economic equality. This compelling video series served as a testament to the program's effectiveness, resonating with a broad audience and inspiring future generations of Moguls.

Need powerful branded content to tell your story and amplify your mission?

Let's Discuss Your Branded Content Project

Explore more of our brand storytelling and corporate video production portfolio.