We were tasked with coming up with an awareness campaign for MassMutual’s Direct to Consumer life insurance plans, which if you are not familiar, is insurance that helps take care of your family after you kick the bucket. My art partner and I came up with the conceptual directions and I wrote the headlines and corresponding scripts.

DIRECTION 1: Why So Grim?

Getting a MassMutual life insurance police means that you’ve taken care of everything after you’re gone. So we took the opportunity to show how much the Grim Reaper’s life has changed because of MassMutual’s ability to take care of people’s loved ones.

DIRECTION 2: For Every Phase

Each phase of life is special and special things should be taken care of. With life insurance from MassMutual you can be sure you’re taking good care of every phase from this point on.

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