For a national health insurance brand - we created a new look and feel that would relate to a millennial market. Deeper than that, we wanted to create and associate a feeling of positivity and living for health insurance - as opposed to the usual feeling of a grudge purchase every month. We wanted to create key pieces of communication - that would be something to be admired and would help inspire the market to live their lives, knowing that health insurance is in fact on their side and benefits their way of life. The use of local photographers makes sure that the campaign has an organic feel - far removed from that of stock photography - so the art direction is natural, raw and real. I added a grain to the images to add to the raw and real direction. Photographs used in this concept art direction are from Adriaan Louw & bossfight.co. The typography was inspired by David Carson. His freedom of use in type is something that can get lost in the digital age. I went back to basics, and pulled the type apart and let the image tell me where to place the type in a natural way that helps the reader get the feeling of freedom.
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