Northwestern Mutual

Creative Director | Copywriter | Brand Voice

Museum of Recent History

We needed to show evidence that people’s old lives (during the pandemic) were over—and that their post-pandemic realizations could lead to lives they want. The Museum of Recent History was a playful approach to showing ‘artifacts’ that once existed in a way that could generate a laugh of familiarity. Its behind-the-scenes videos helped reinforce the notion that people were changing, with the guidance of a financial advisor. The entire Northwestern Mutual IG channel was cleared out to demonstrate the idea of a fresh start. The NM logo was replaced with a logo created for this virtual museum. This content became the most engaged with social posts in NM history.

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