In this session...
Join AIG Life and Retirement’s Chief Marketing Officer Betsy Palmer and Huge’s Global Chief Creative Officer Jason Musante as they discuss the creation of AIG Life & Retirement’s first-ever brand platform, “We See the Future in You”.
This fireside chat provides a firsthand look into how a leading financial services company and a trailblazing agency tossed convention aside amidst COVID-19 and quickly pivoted to launch the groundbreaking, emotion-evoking brand platform.
Jason and Betsy will recount their journey that began in the fall of 2019, sharing how they and their teams worked to preserve a concept that, although conceived before the pandemic, they knew would still speak to their audience. They will share insight into a creative process that required flexibility and perseverance, working through many production challenges, including having to create and collaborate in an all-remote environment. They will talk about their decision to spotlight and celebrate others through this campaign, and how this approach enabled them to convey a sense of hope and optimism for the future for all.
They will also discuss their experience working with Smuggler, and award-winning director Henry-Alex Rubin to create the :60 spot “Amazing Mom.” The spot, which drops us into the virtual classroom where we join “career day” with a twist, has received rave reviews from audiences and brand leaders in the industry.
What You'll Learn from This Session...
- Brand partnerships
- Launching a brand platform
- Flexible creative processes