Northwestern Mutual

Creative Director | Copywriter | Brand Voice

“Weirdest Thing”
Interactive Times Square Billboard, New Year’s Eve 2024

Museum of Recent History

We needed to show evidence that people’s old lives (during the pandemic) were over—and that their post-pandemic realizations could lead to lives they want. The Museum of Recent History was a playful approach to showing ‘artifacts’ that once existed in a way that could generate a laugh of familiarity. Its behind-the-scenes videos helped reinforce the notion that people were changing, with the guidance of a financial advisor. The entire Northwestern Mutual IG channel was cleared out to demonstrate the idea of a fresh start. The NM logo was replaced with a logo created for this virtual museum. This content became the most engaged with social posts in NM history.

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