TIAAHTML5 Animated Display Ads
Client Bio /
TIAA is a leading provider of financial services in the academic, research, cultural, governmental, and nonprofit sectors. Founded in 1918, TIAA has helped millions of people achieve financial well-being through retirement services and investment products.
Healthcare Paid Media Banners
I developed animated HTML5 display banners for TIAA's healthcare paid media campaign, designed to communicate the company's long-standing industry partnerships and exceptional client retention within a compact, loopable ad unit.
Concept
Each banner follows a three-part narrative structure that builds credibility and reinforces trust.
The animation opens with a counter that ticks up to "34 YEARS" while the line "That's not tenure. That's trust." types onto the screen, framing TIAA's longevity as a relationship built on reliability rather than time alone.
The second phase highlights TIAA's value to healthcare organizations, emphasizing retirement expertise, strong outcomes, and people-first support.
The banner closes with a second animated counter that lands on "99%", paired with the message "of our healthcare clients stay," reinforcing retention as the campaign's core proof point.
Final
540×480
Iteration
The first round explored two directions: a rope-texture header that leaned on the campaign's photography, and a full-bleed number with a sliding color block that let the statistics carry the frame. The final build developed the number-led direction into an animated stat counter with distinct phase transitions between the three beats.
Round one concepts
540×480
Development
The banners were built using pure HTML, CSS, and JavaScript, with no external libraries to keep file sizes small for ad network delivery. Animated counters run on requestAnimationFrame for smooth playback, and a custom Python script was used to subset TIAA's proprietary fonts (TIAAChallenger and Ringside Narrow) to reduce payload size.