What's next, filmed.

Cinematic films at the trust standard of New York Life Investment Management, made by the week inside your creative services group, standing inside six months. Nobody in these films is invented; the people who speak for the brand are your managers.

$838B

assets under management, June 30 2026

172

consecutive annual dividends at New York Life

1928

the gold roof at 51 Madison, the film above

6 months

to a standing video line at the standard

Made for the brand this week.

Three thirty-second films, each made by the system from a one-line brief and the firm's own published words. No person in them is invented, every spoken sentence is the firm's own, and every film closes on the lockup and the line.

FILM ONEThe Roof

The gold roof of 51 Madison held in one framing while the city cuts around it, sepia 1928 to a dawn in 2026. The roof never moves. The city does. The line, said once.

:30 · one take · the roof drawn from the real photograph · the eras cut hard, sepia to dawn · the card

The gold roof of the New York Life Building, photographed from above and to the north — THE WORLD · the real roof, a photograph (Wikimedia Commons, CC BY 2.0)

The roof at dawn in 2026, the first light on the gold, the glass towers still dark — THE DAWN · the last era, first light on the gold

The end card: the New York Life Investment Management lockup and the line on navy — THE CARD · the lockup and the line, letter-perfect

FILM TWOThe Instruments

Eight instruments on a navy table, each reading one thing and none of them agreeing, until a gyroscope is spun and every needle settles on one line. The platform's own sentence, said once.

:30 · one take · the sentence from the company overview · the card

Eight brass instruments on navy baize under one lamp — THE TABLE · eight instruments under one lamp

The end card — THE CARD · the lockup and the line

FILM THREEThe Insight

A turbine blade on a night convoy, tilted upright to clear a small town's corner, parked on the ridge at dawn beneath a row of turbines that begin to turn as the data hall's fans turn in the valley below. One sentence from the 2026 Global Private Markets Outlook, verbatim. This is what an insight looks like when it is filmed the same week it is published.

:30 · one take, one span re-made between its own frames · the outlook's sentence, word for word · the card names the outlook

A wind turbine blade on a night convoy under sodium lamps — THE NIGHT · the convoy at the crossroads

The blade on its trailer at dawn beneath a row of turbines, the data hall in the valley — THE RIDGE · the blade beneath the row at dawn, the data hall below

The end card with the outlook's title — THE CARD · the outlook named, the lockup, the line

02 / 12 · The films

The master becomes every channel.

The Roof, cut for the web at 16:9, for LinkedIn at 1:1, for Reels and Shorts at 9:16, as a six-second bumper, and as two stills for out of home and print. Every file comes from the one master and every file carries its crop and its timecodes. Pick one.

The master frame of The Roof with the crop window drawn on it

THE CROP · the window on the master's frame. The roof sits at the same point in every era, so one window holds for the whole film.

03 / 12 · Every channel

What stays real, and what the system makes.

Your brand's trust is the whole point. So the line between the two is written down, and the five checks below run on every film before a principal sees it.

Real, always

Your managers and their words, recorded by your multimedia lead with the person who holds the view.
Your numbers and their sources, the firm's own or a named outlet's, the source on the file.
Your disclosures, in every version at the size the channel requires, never cropped away.
Your clients. No invented client, advisor or employee appears; no invented voice speaks for the firm.
Your review: the principal's approval, the filing and the record, as the rule sets them.

Made by the system

The world: the roof across a century, the table, the convoy, places and objects drawn from real references.
The motion, the cut, the sound, edited by style and scored to the story.
The type: the lockup and the line set from the brand's own files, never drawn by a machine.
The versions: every channel from one master, the crop and the timecodes on the file.
The record: who prepared it, what was checked, when, written as the film is made.

Five checks before your principal sees a film

The mark, at 100 percent. The lockup and every word of the line read letter for letter against the brand's own file.
The census. Every frame counted for people. In these three films: hands, once, and no face anywhere.
No claim. No performance, no promise, no number without its source on the file.
The disclosures. Present in every version, legible at the channel's size, on screen for the time the channel allows.
The record. Prepared by, checked, date, first use, last use, written before the film leaves the system.

04 / 12 · What stays real

The review stays the review. The record writes itself.

A film shown to more than 25 retail investors in 30 days is a retail communication under FINRA Rule 2210: a registered principal approves it before first use, the firm records who prepared and approved it and when, and a film about a registered fund is filed within 10 business days of first use. None of that changes. What changes is that the record is written while the film is made, and every check a principal would run has already run.

retail investors in 30 days makes a retail communication

before use

a registered principal approves each one

10 days

business days to file a fund film after first use

Sep 11

FINRA's comment period on risk-based supervision closed, 2026

Film	Prepared by	Checked	Principal	Approved	First use	Last use
The Roof	Ritual Ads, Sep 19 2026	5 of 5 checks	yours, on the walkthrough	awaiting	none yet	none yet
The Instruments	Ritual Ads, Sep 19 2026	5 of 5 checks	yours, on the walkthrough	awaiting	none yet	none yet
The Insight	Ritual Ads, Sep 19 2026	5 of 5 checks	yours, on the walkthrough	awaiting	none yet	none yet

THE RECORD · the three films on this page, as the rule asks for them to be kept. The principal's column is yours to fill.

On July 9 2026 FINRA asked for comment on replacing its blanket pre-approval with a risk-based system that firms run themselves; the comment period closed on September 11 and nothing is final. Either way the record is the same, and the firms advising on it say the same thing about content a machine helped make: it goes through the same approval, review and recordkeeping as anything else. That is how this line is built.

05 / 12 · The review

Your lead directs. The system makes. Your principal approves.

Your multimedia lead already makes most of the video. That does not change. What changes is what one week of their direction produces.

ONE WEEK, ONE LEADthe brief · the boards · the film · the review · the versions

MON
the brief

TUE
three boards

WED

THU
the film

FRI
the review, five versions

What your lead keeps

Every camera day with a manager: the interviews, the outlooks, the events, the advisor sessions. The people stay real and the lead stays the director.

What the system takes

The world around the words: the film that never had a shoot, the cut, the sound, the type, the five versions of every piece. A week, not a quarter.

What your principal sees

A film with its record already written and its five checks already run, and one column left to fill. The same review, with less to find.

06 / 12 · With your multimedia lead

Six months to a standing line.

Planning begins in the next few weeks. The line stands by March. The navy line across the top of the drawing is the standard, and it never moves; what rises under it is the month's output.

THE STANDARD, ONE LINEpieces a month, October 2026 to March 2027

3
OCT

18
NOV

28
DEC

36
JAN

40
FEB

40
MAR

OCTOBER

The plan and the system. Two weeks with your lead and your principal: the brand's film world, its type, its sound, its review path. The three films on this page finished and reviewed as the proof.

NOVEMBER

The brand films. Three finished, every channel version cut with its record, and the first insight film made the week its paper publishes.

DECEMBER

The insight line. One insight film a week from the boutiques' published pieces; the 2027 outlooks filmed as they land.

JANUARY

Every channel. Web, LinkedIn, Reels and Shorts, out of home and print from every master; the advisor pieces begin.

FEBRUARY

The boutiques. A film per boutique in one brand system, public and private markets, every major asset class.

MARCH

The standing line. Forty pieces a month at the standard, the record complete, the output of a firm four times your marketing budget.

07 / 12 · The six months

Built by Ritual Ads.

Three case studies from the record, chosen for your vertical, the closest first; every film plays here and every card opens its case on ritualads.com.

CAMPAIGN · FINTECH, FINANCEEarnIn

Payday Is Every Day

In. One idea from the brand and its agency WORTHI, retire the word payday, and La La Anthony's own real pictures.

Out. A culture-first campaign with La La playing one role, herself: her past plays as archival because it happened, her present as documentary because it still does; one production partner serving agency and brand.

The result. The campaign carried by La La Anthony's audience of 15.8 million Instagram followers, a #1 New York Times bestselling author with 25 years in culture.

Open the case study

Temple & Webster

The Vision, Guided Home

The result. The brand's first cinematic brand campaign launched nationally in July 2026 across broadcast, CTV and digital, in 30 and 15 second cuts.

Open the case study

Martha Stewart

The Standard Has Changed

The result. A Times Square debut on the largest screen, seen by 1.5 million people daily, and three major publications.

Open the case study

THE RECORD · three of ten cases verified on ritualads.com, the facts as the record states them; the films play from the record.

08 / 12 · The record

Set the line.

What the films would cost the old way, one shoot each, beside what the line costs by the month. Set the scale yourself.

$1.55M

what 4 originals cost the old way, one shoot each at $387K a film

$45K

the line, by the month, every version and the record included

pieces a month: 4 originals in 5 versions

Originals a month

Versions of each

What one film costs the old way

THE RATE · $387K is the average production bid for a national :30 in the AICP's 2025 guidelines; $200K to $2M is the range a brand film is bid at. Our line is stated by the month only.

$95KNINETY DAYS

The sprint

The brand's film system, the three films on this page finished, every channel version, the record, with your lead and your principal. October to December.

$45KA MONTH

The line

Four originals a month in five versions each, the insight line weekly, the review built in. From $35K a month at two originals.

scoped

The platform

Every boutique, every market, every major asset class in one brand system, with the volume set by Sales, Product and Communications.

09 / 12 · Set the line

A sliver of the month.

New York Life's measured advertising was under $100 million last year, by MediaRadar's count. At that ceiling it is $8.3 million a month, and the line is about half of one percent of it. BlackRock reported $373 million of marketing and promotional expense for 2025, $31 million a month; the same line is 0.14 percent of that.

$45K A MONTH, THE BRIGHT TICKagainst two months of spend, drawn to scale

$8.3M

New York Life's month at MediaRadar's ceiling, the upper bar

0.54%

the line against it

$31.1M

BlackRock's month, 10-K for 2025, the lower bar

0.14%

the line against it

10 / 12 · The sliver

Planning begins in the next few weeks. So does this.

WEEK OF SEP 28

The walkthrough. Thirty minutes with Grace and the multimedia lead: the three films, the channels, the record.

OCT 12

The sprint starts. The brand's film system with your lead; the review path with your principal.

OCT 30

Three finished films. Reviewed, filed where the rule asks, every channel version cut.

DECEMBER

The insight line. One a week, the 2027 outlooks filmed as they publish.

MARCH

The line stands. Forty pieces a month at the standard, the record complete.

11 / 12 · October

Built on stability. Designed for what's next. Filmed by Ritual Ads.

For Grace Pai-Leonard, Global Director, Brand & Creative, New York Life Investment Management. The next step is a thirty-minute walkthrough of these three films and the six-month plan with your multimedia lead, the week of September 28.

12 / 12 · The close

SOURCES · New York Life, "New York Life unifies global asset management platform under New York Life Investment Management brand," Feb 25 2026 ($807.7B at Dec 31 2025; the campaign line; the CEO's words) · nylim.com, Our Business (the $838B at June 30 2026; the boutiques) and the 2026 Global Private Markets Outlook (the Insight's sentence) · New York Life, "Record 2025 results underscore New York Life's financial strength and mutual advantage," Mar 2026 ($3.6B earnings, $34.7B surplus, the $2.8B dividend, 172 years) · FINRA Rule 2210 and FINRA's Advertising Regulation FAQ; Mintz, "A Pivotal Moment for Broker-Dealer Communications," Jul 14 2026 · BlackRock Form 10-K for 2025 (marketing and promotional $373M) · T. Rowe Price Form 10-K for 2025 (advertising and promotion $107.4M) · MediaRadar, New York Life Insurance advertiser profile, accessed Sep 19 2026 · AICP 2025 production guidelines via a secondary source · Wikipedia, New York Life Building · The roof: photographs via Wikimedia Commons, CC BY 2.0. The films on this page are demonstrations made by Ritual Ads on Sep 19 2026 and are not New York Life Investment Management communications; nothing here is an offer of any product.