Case study
Passions Social Campaign for Brighthouse Financial
What I did: Art director, Graphic Designer, Photographer
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1A Project scope
Passions is a social campaign video series created to tell stories of real people pursuing passions in retirement. The previous and first iteration of the campaign, or 1.0, was planned and produced by the client’s agency of record, a large and prolific outfit. The aim of this iteration, or 1.5, was to extend the first campaign with focus on social engagements while validating the client’s in-house capabilities, all with the same rigor as the agency of record but with a best-in-cost intention, and without loss of quality.
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1B The solution
The client's intent was to tell new stories of real people pursing passions in retirement. I produced brand compliant photography, video portraits and b-roll, and a video interview with each retiree. By performing multiple creative roles I was able to generate a volume of creative content that yielded high-impact and low-cost campaign assets, without loss of quality.
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2A The Fly Fisher
Meet Joel La Folette, a fly fisher and small business owner in Portland, Oregon. I joined Joel on a fishing expedition on the Metolius River. The theme of Joel’s content is moments.
2B The BMX’er
Meet Kittie Weston-Knauer, the oldest female BMX racer in the U.S. I met Kittie on a dirt track in Des Moines, Iowa. The theme of Kittie’s content is attitude.
2C The Dancer
Meet Miki Orihara, a modern dancer best known for her work as a principal dancer in the Martha Graham Dance Company, which she joined in 1987. I met Miki at a Martha Graham studio in New York City. The theme of Miki’s content is movement.
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3A The results
Passions 1.5 yielded a dramatic spike in engagements at roughly 3% of the cost of the previous iteration.
