The product was flexible. The opportunity was to make that flexibility mean something to people.

Life insurance is often communicated through products, features and risk. But people don’t experience their lives as a collection of insurance needs. They think about the people they love, the lives they’re building and what matters enough to protect.

That gave us a more human place to start: no two lives look the same.

People build families differently. They love differently. They work differently. They plan for the future differently. So the protection they need can be different too.

That insight shifted the conversation from a flexible insurance product to something much more relatable — protection designed around the individual.

And it gave us the creative idea:

There Are Many Ways To Do Life.

Start with the life. Then make the protection fit.

If protection was designed around the individual, the campaign needed to put individuality at its heart.

Rather than leading with policies or product features, we told stories that reflected the many different ways people live, love and support one another.

The creative captured relatable and sometimes unexpected moments from modern Australian life — giving audiences an opportunity to recognise themselves, their relationships and their priorities in the work.

I helped shape the visual world and art direction across film and photography, creating an approach that felt warm, contemporary and human while still giving the product proposition a clear role.

Instead of simply telling people that Accelerated Protection was flexible, we showed the kinds of lives that flexibility was designed for.

Show the life first. Let the product prove its relevance.

The campaign idea needed to remain just as strong wherever people encountered it.

From television and campaign photography through to landing pages, digital display, CRM and customer communications, every channel had a different role to play.

The challenge was to adapt the idea without allowing it to become a collection of disconnected executions.

I helped develop a cohesive creative system around There Are Many Ways To Do Life, establishing a visual language, imagery and design approach that could flex across formats while remaining recognisably part of the same campaign.

That meant a television spot could tell the bigger emotional story, while digital and CRM could bring the idea closer to individual products, needs and moments — without losing the thought that connected everything.

The result was an integrated campaign where brand, product and customer communications all reinforced the same idea.

One human truth. Many expressions. One connected campaign.

MY ROLE
Senior Art Director
Concept development
Creative direction & art direction
Integrated campaign development
Television commercial
Campaign photography
Digital experience
Landing pages
CRM communications
EDMs
Digital display
Campaign rollout