Aflac · Brand experience
When the world changed, the idea changed with it.
The original assignment ran into COVID. Instead of forcing the old solution through, the work pivoted to something more human and more relevant.
The assignment
Keep the idea alive when circumstances no longer fit.
When circumstances changed, the original creative approach no longer made sense. The job became finding a new expression that preserved the strategic intent without pretending nothing had happened.
How the idea lived
The pivot became an animated short with a strong creative team, a visible story role and substantial festival recognition.
The creative leap
Don't be afraid to change your mind.
The work shifted into a more human story built for the moment. The value wasn't in defending what had already been made; it was in recognizing what needed to change.
Why it belongs here
creative adaptation when conditions changed.
Humanthinking instead of a mechanical rewrite.
Making work better sometimes means being willing to let go of the first answer.
Next
Virgin Atlantic
Circumstances changed underneath you?