Health insurance companies generally fall into the same tropes of idealized, latte-carrying people pictured in sun-drenched photography. Also, smiling. So much smiling. To reimagine the GEHA brand in 2019, we took a more authentic approach to their message: Do Your Possible. Kicked off with an anthem TV spot and followed up with a more intimate, story-driven spot, the two paid homage to people simply doing their best, recognizing the heroics - and even failures - that go into everyday life.
creative director. writer.