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New York Life


360 Campaign for New York Life Insurance. Campaign is centered around the tagline “Be good at life.” The campaign focuses on embracing imperfections involved in a life well-lived, as opposed to striving for perfection in life. The concept is brought to life through layouts which utilize an asymmetric grid, and a photographic direction which focuses on mistakes that occur when a family portrait is staged. A pastel color palette was also chosen as a refresh from the heavy monochromatic blues previously associated with New York Life Insurance.

Design Direction: Andrew Guirguis
Design: Nate Blowers, Alex Kuchta
Photography: Todd Selby