Ask: Translate complicated consumer data into a library of human stories that MetLife could leverage globally across its markets.
Creative Approach: Multinational brands often fall victim to generalized storytelling. Instead of using stock imagery, we set out to depict slices of life around the world by celebrating the drama in everyday human experiences: the morning rush, family dinner, bedtime. By turning charts, statistics and target audiences into families with a backstory and goals for the future, we worked with photographers Jo Metson Scott and Ellie Smith to create an ecosystem of documentary-style images.
Role: Copywriter
