Lively - “awareness” campaign

Creative direction and campaign design for a tech brand on a mission to reframe what aging looks and feels like.

Context
Lively offers health and safety services for older adults, but after a full rebrand, it was time to go beyond product features and connect with people on a deeper level. The Awareness campaign was created to shift the narrative. It wasn’t about fear or aging as decline. It was about freedom, connection, and the joy of living life on your own terms.
This campaign helped bring the new brand to life by showing what it really means to stay independent, active, and in charge, at any age.

The Challenge
How do you make a medical alert system feel empowering?
We wanted to move away from outdated stereotypes and create something that felt joyful, confident, and human. The creative needed to speak to older adults and their families in a way that felt uplifting and real. We leaned into bold visuals, bright colors, and personal moments that centered people, not products.

The Outcome
The campaign introduced a warm, energetic world where older adults were the main characters, living fully and freely. Each scene was designed using one of Lively’s brand colors to build a strong, vibrant mood around every story. The work lived across TV, social, digital, and print, building a unified experience that felt fresh, honest, and fun.
It was the first time Lively received creative recognition in over 15 years. The campaign won three Telly Awards for its direction, storytelling, and impact.

What I Did

Campaign Strategy
Shaped the campaign concept alongside internal and external teams to bring Lively’s new positioning to life. Made sure messaging felt grounded, hopeful, and actionable.

Creative Direction
Led the creative across every scene—from look and feel to casting, wardrobe, production design, and color. Built out visual references and mood boards to keep everything cohesive and emotionally rich.

TV & Video
Oversaw art direction for the full shoot, from pre-production through post. Focused on making each scene feel natural, warm, and reflective of real life.

Integrated Design
Brought the campaign into digital, social, and print. Designed assets for web, ads, email, and editorial to keep the experience consistent across all brand touchpoints.

Role: Lead Creative, Art Director
Agency: Davis Elen Advertising
Production Partners: London Alley Productions, Company3
Recognition: 3x Telly Awards, 2023