Just Group – Boomers Video
Just Group provides competitive financial products, advice, and services to people approaching, at, and in retirement. They wanted to create a new creative platform to speak directly to different generational audiences about retirement planning.
After developing the Gen X campaign, Just Group asked for a similar follow-up focused on Baby Boomers. They wanted to retain the theme and structure of the original Gen X campaign and video, using iconic objects and nostalgic memorabilia from the 1950s and 60s.
I took the lead as art and video director once again, ensuring all stylistic choices, pacing, and visual cues aligned with the creative direction set in the previous campaign.
Working from a script provided by the copywriter, I created a visual storyboard to give both Just Group and the production team a frame-by-frame walkthrough of every scene. This allowed me to manage the execution and overarching narrative from start to finish. Following the success of the previous shoot, I took ownership across most stages of production; directing talent, sourcing props, styling hair, makeup, and costume, and overseeing the live shoot alongside the videography team.
The final video retained the same energy and personality of the original, while having a distinct story of its own. It was a hugely fun project to work on and a great opportunity to stretch my creative direction even further.
