Pursuing Passions Campaign

The "Pursuing Passions" Campaign was designed to inspire individuals approaching retirement by showcasing real people who have successfully followed their passions into this next chapter of life. The goal was to engage potential clients, drive business growth, and position annuities as a financial foundation that enables a fulfilling retirement.

By focusing on the emotional and inspirational aspects of retirement, the campaign delivered three key messages:

Following your passion can lead to a happy retirement.

Annuities provide financial stability to pursue lifelong dreams.

Real-life success stories illustrate the benefits of proper retirement planning.

The challenge was to ensure brand consistency across all campaign assets while allowing room for creativity and emotional storytelling. Since this was a collaboration with the agency of record, it was critical to balance creative exploration with adherence to brand identity to maintain a cohesive and professional presentation.

Additionally, the campaign needed to effectively blend storytelling with financial messaging while ensuring that the pacing and structure of the videos remained engaging and digestible for the target audience.

The campaign featured real-life retirees who leveraged annuities to pursue their passions, from launching businesses to traveling the world. These authentic testimonials reinforced the idea that retirement is not just about financial security but also about living with purpose.

The video content was designed to be:

Emotionally compelling, with personal stories that connected with viewers.

Visually engaging, using cinematic footage, natural lighting, and warm tones.

Optimally paced, with clear, concise storytelling that kept audiences engaged.

While I was not the lead creative, I played a key role in brand governance and story refinement, ensuring that the final product aligned with the company’s brand identity and strategic vision. My contributions included:

Overseeing brand compliance, making sure the agency partner adhered to brand guidelines across all campaign assets.

Providing editorial and timing guidance, shaping the pacing and flow of the videos to maintain engagement and clarity.

Collaborating with the agency of record, offering feedback and direction to refine the storytelling approach and ensure a strong narrative arc.

The "Pursuing Passions" Campaign successfully engaged its target audience, reinforcing the idea that annuities provide financial security while enabling a meaningful retirement. The collaboration between internal brand stewards and the agency led to a campaign that was both creatively compelling and strategically aligned.

Consistent brand representation across all media, ensuring a polished and professional look.

Stronger storytelling execution, thanks to refined pacing and editorial guidance.

Positive audience engagement, with the campaign resonating emotionally while driving interest in retirement planning solutions.

By guiding the brand and storytelling approach, I helped ensure that the final campaign was on-brand, well-structured, and impactful, reinforcing the company’s message while inspiring its audience.

The landing page for this campaign is still active, but the links to videos have been broken. This campaign is no longer active. https://www.brighthousefinancial.com/pursuing-passions/