Apella Capital asked for an original concept for their retirement campaign, steering away from the tired imagery of senior couples walking on a beach. Collaborating with the copywriter, we introduced a unique angle with the headline "How do you like your pasta?"
The campaign concept contrasted canned SpaghettiOs with a gourmet pasta dish. One speaks to getting by, the other to living well. Food served as a stand-in for future lifestyle, subtly challenging viewers to consider the choices they are making today, and what kind of future they are planning for. This was followed by "How do you like your beef?" and "How do you like your fish?" The result: a clever, compelling campaign that reframed financial planning through something instantly relatable and hard to ignore.
Using AI to generate images and Photoshop for further image manipulation, I created the visuals you see here.
