2019 FIDELITY RETIREMENT
Fidelity’s 2019 retirement campaign was a reintroduction of the “Green Line” as a key brand element. The concept revolved around the hero standing on the “disc” of the line to represent a type of partnership, instead of the idea that Fidelity was leading you to something as it was used in years prior. I created the print/digital ads as an extension of the TV campaign. Each ad prominently features the green line, as well as a hero who is walking with the line in a forward motion. It consisted of a 5 day photo shoot with 9 locations and 21 actors. I concepted each shot, as well as wardrobe, location and casting.
Copywriter: David Abend
ECDs: Chris Brady/Dave Kichen
Director: Christian Kozowyk