Henrik Rostrop of Variable directed this Brighthouse Financial campaign from BBH New York featuring real-life people who are redefining what it means to “retire.” The package of documentary-style films includes this :90 which introduces us to Matt who is from Cleveland and used to own a roofing company. Now he’s working as an abstract impressionist painter. “I’m retired from construction, but I’m not retired from the creative life,” he says. 

“These new films celebrate individuals who demonstrate that retirement is not a finish line; but rather a time to concentrate on lifelong passions with renewed purpose – whether that passion is sustainable farming, rock climbing, family or travel,” said Matt Quale, CMO of Brighthouse Financial. “Shield annuities from Brighthouse Financial can help people focus less on market volatility, and focus more on their chosen pursuits in the next phase of their lives.”

The campaign films will be featured on the Brighthouse Financial social media channels along with a campaign landing page on the Brighthouse website. 

Credits

Client Brighthouse Financial Agency BBH New York Gerard Caputo, chief creative officer; Chris Lisick, group creative director; Chris Maiorino, executive creative director; Aimee Perin, art director; Stu Rubin, copywriter; Shelley Giera, content producer. Production Variable Henrik Rostrup, director; Natle Hurtsellers, exec producer; Michael Lenic, producer; Patrick Dougherty, photographer. Editorial Cartel Edit Andy McGraw, editor; Grant Hall, assistant editor.

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