Just Group – Gen X Video
Just Group provides competitive financial products, advice, and services to people approaching, at, and in retirement. They approached us to create a new creative platform to speak directly to different generational audiences about retirement planning.
We developed ‘Gen Voices’ – a flexible, generation-spanning campaign concept designed to connect with audiences through tailored storytelling. The campaign included social content, a dedicated landing page, animations, infographics, and a hero video, all aimed at driving engagement and traffic to the Just Group website.
Gen X Video
Our first focus was on Generation X, drawing on nostalgia with a visual theme inspired by the 70s and 80s. I took the lead as art director and video director, managing the concept and execution of the campaign video from start to finish. I owned most stages of the process, collaborating with the copywriter on the script, storyboarding, sourcing props and costumes, crafting direction notes, and overseeing the live shoot on set. The final piece captured the tone and personality of Gen X while staying aligned with the overarching Gen Voices platform.
