Role: Associate Creative Director
Agency: iCrossing (Hearst)
Film, Interactive, Campaigns, Print

For over 80 years the American Funds had consistently outperformed the market when it came to long term investing (think retirement funds, 529 plans and the like). But they’d never done consumer advertising and weren’t sure how to communicate their rather complicated story in a way the average investor could understand, let alone care about. So we built a campaign around the way they work — their proprietary process. Because not only is their method different from everyone else’s, it’s decidedly more human.