For AARP, we were tasked with creating a continuous stream of evergreen social content.
As Associate Creative Director I led multiple teams through creating campaigns that could stand on its own and be unique enough from each other to avoid scroll fatigue... all while keeping the work consistent from campaign to campaign to feel uniquely AARP. Through the year, occasionally, my partner and I would jump in as the working team ourselves - seeing the work through from concept to execution.
Here's a selection of some of the content we created for AARP's social channels over the course of a year.
As Associate Creative Director I led multiple teams through creating campaigns that could stand on its own and be unique enough from each other to avoid scroll fatigue... all while keeping the work consistent from campaign to campaign to feel uniquely AARP. Through the year, occasionally, my partner and I would jump in as the working team ourselves - seeing the work through from concept to execution.
Here's a selection of some of the content we created for AARP's social channels over the course of a year.
Aged Expressions
Our culture celebrates youth over aging. This is especially apparent in the media we consume. Seldom do we see illustrations of older people. So we created a series of social posts with the aim to reshape common tropes often used to portray older people.
Our culture celebrates youth over aging. This is especially apparent in the media we consume. Seldom do we see illustrations of older people. So we created a series of social posts with the aim to reshape common tropes often used to portray older people.
Together with the talented illustrator, Jo Montsouris, we created four stylized aging portraits. Each portrait featured an older person owning where they are in life along with a common expression amended to positively reflect the future of aging.
Credits
Illustration/Animation: Jo Montsouris
Agency: Decoded
ACD/Art: Joyce Kuan
ACD/Copy: Annemarie Cullen
Producer: Jamie can Eyck
Illustration/Animation: Jo Montsouris
Agency: Decoded
ACD/Art: Joyce Kuan
ACD/Copy: Annemarie Cullen
Producer: Jamie can Eyck
Ageist Lexicon
Ageist language is so ingrained our culture that most of us don’t even realize we’re being ageist. So we created a series of posts identifying phrases and raising awareness to why they're problematic.
Ageist language is so ingrained our culture that most of us don’t even realize we’re being ageist. So we created a series of posts identifying phrases and raising awareness to why they're problematic.
Credits
Agency: Decoded
GCD: Victor Sie
ACD/Art: Joyce Kuan
ACD/Copy: Annemarie Cullen
Copywriter: Thom Woodley
Designers: LaMae Nembhard & Anna Khachinyan
Animators: Mark Robson & Alex Reyes
Producer: Brent Brettes
Agency: Decoded
GCD: Victor Sie
ACD/Art: Joyce Kuan
ACD/Copy: Annemarie Cullen
Copywriter: Thom Woodley
Designers: LaMae Nembhard & Anna Khachinyan
Animators: Mark Robson & Alex Reyes
Producer: Brent Brettes
It Ain't Over 'Til It's Over
We celebrated being you at any age.
Credits
Agency: Decoded
GCD: Andy Currie
ACD/Art: Joyce Kuan
ACD/Copy: Annemarie Cullen
Art Director: Thomas Bloch
Copywriter: Jack McKenzie
Sound Design: Sticky Audio Labs
Producer: Jamie can Eyck
Agency: Decoded
GCD: Andy Currie
ACD/Art: Joyce Kuan
ACD/Copy: Annemarie Cullen
Art Director: Thomas Bloch
Copywriter: Jack McKenzie
Sound Design: Sticky Audio Labs
Producer: Jamie can Eyck
Old Notions
We challenged people on their age-related preconceived notions.
Credits
Agency: Decoded
GCD: Victor Sie
ACD/Art: Joyce Kuan
ACD/Copy: Annemarie Cullen
Copywriter: Thom Woodley
Designers: LaMae Nembhard & Anna Khachinyan
Animators: Mark Robson & Alex Reyes
Producer: Brent Brettes
Agency: Decoded
GCD: Victor Sie
ACD/Art: Joyce Kuan
ACD/Copy: Annemarie Cullen
Copywriter: Thom Woodley
Designers: LaMae Nembhard & Anna Khachinyan
Animators: Mark Robson & Alex Reyes
Producer: Brent Brettes