AXA Family Portrait

BRANDED SHORT FILM

THE CHALLENGE: AXA needed to address critical illness financial planning - a sensitive topic most prefer to avoid. The campaign had to connect authentically with diverse working adults while navigating complex conversations about mortality and illness.

THE APPROACH: Through audience insights revealing strong resonance with themes of family sacrifice and gratitude, we crafted an emotionally-driven narrative following a multigenerational family confronting a suspected critical illness relapse.

MY ROLE: As the main creative, I wanted to understand why conversations about critical illness feel so daunting. Through exploring the sandwich generation's perspectives, I discovered our creative hook - a family portrait session that serves as both a celebration and a warning. The seemingly joyful occasion becomes a haunting reminder of life's fragility, compelling viewers to confront the importance of protection. This approach resonated deeply with our audience, exceeding engagement benchmarks and sparking crucial conversations about financial preparedness.

dd

Over 5m views

More than 50% completed views

7.21% click-through rate