Brief

For Life Insurance Awareness Month (September), MassMutual wants to bring attention and educate people of the benefit of planning well for the future in a way that stands out from their competitors.

Insight

Planning well for the future and having life insurance will have a snowball effect on your whole family’s future. It can also simplify, and make life less complicated for the ones you leave behind.

The Idea

We took the familiar construct of a complicated and drama-filled fairytale and turn the familiar plots on their heads.

We reimagined what classic stories like Cinderella, Oliver Twist, and Snow White would be like if these characters parents had life insurance. The result is the shortest fairytale ever, where our protagonists avoid unnecessary hardships of life.

My Role

Ideated the concept, worked closely with the illustrator the create the art for the social posts and storybook.