Henrik Rostrop of Variable directed this Brighthouse Financial campaign from BBH New York featuring real-life people who are redefining what it means to “retire.” The package of documentary-style films includes this :90 which introduces us to Matt who is from Cleveland and used to own a roofing company. Now he’s working as an abstract impressionist painter. “I’m retired from construction, but I’m not retired from the creative life,” he says.
“These new films celebrate individuals who demonstrate that retirement is not a finish line; but rather a time to concentrate on lifelong passions with renewed purpose – whether that passion is sustainable farming, rock climbing, family or travel,” said Matt Quale, CMO of Brighthouse Financial. “Shield annuities from Brighthouse Financial can help people focus less on market volatility, and focus more on their chosen pursuits in the next phase of their lives.”
The campaign films will be featured on the Brighthouse Financial social media channels along with a campaign landing page on the Brighthouse website.
CreditsClient Brighthouse Financial Agency BBH New York Gerard Caputo, chief creative officer; Chris Lisick, group creative director; Chris Maiorino, executive creative director; Aimee Perin, art director; Stu Rubin, copywriter; Shelley Giera, content producer. Production Variable Henrik Rostrup, director; Natle Hurtsellers, exec producer; Michael Lenic, producer; Patrick Dougherty, photographer. Editorial Cartel Edit Andy McGraw, editor; Grant Hall, assistant editor.
Top Spot of the Week: Nike, W+K Portland, Megaforce Take Us On A “Sunshine” Run
“Winning isn’t Comfortable” is the second chapter of Nike’s “Winning isn’t for Everyone,” extended through the lens of running. It is based on true insights and the realities that runner experience when they lace up their shoes.
It adds the perspective of how hard it can be to just get out the door and go for a run. The idea that if you don’t hate running a little, you don’t love running enough. It celebrates the need and opportunity to push outside a person’s comfort zone to discover what they can accomplish, emphasizing that true victory often requires pushing through uncomfortable moments.
Each film of the series builds on the tension that every runner faces--pushing through the morning dread, the elements outside, the pain of hitting a wall, or even walking down the stairs after a run or race--juxtaposed with the feeling of elation only runners know as they push themselves beyond what they thought possible.
The irreverence of the films--directed by Megaforce via production company Iconoclast for Wieden+Kennedy Portland--is in pairing visuals showing the mundanity of everyday struggles with music that brings to life a contradictory tension. This film, the first to be released, is titled “Sunshine” and shows the inclement weather and obstacles that runners encounter to the tune of “You Are My Sunshine.”
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