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Integrated Campaign Leadership | TD Insurance | 30 Ways to Save
Project type
Fully Integrated Campaign
Role
Creative Director
Brand Tension
TD Insurance needed to communicate breadth of value without overwhelming consumers or diluting trust, while differentiating itself from a sea of sameness in the insurance category. The challenge was making “over 30 ways to save” feel simple, relevant, and credible within a highly regulated environment.
Approach
I led the creative direction for an integrated campaign built around clarity and accessibility. The work focused on translating a complex value proposition into a simple, repeatable creative system that could flex across channels while maintaining consistency and trust.
Where We Pushed/Where We Held
We pushed tone, rhythm, and motion to keep the work approachable and human. We held brand clarity, message discipline, and visual restraint to ensure credibility and compliance. The result was work that felt warm and contemporary without sacrificing trust.
Outcomes
▪ Strong audience comprehension of the savings message
▪ Clear, repeatable framework used across multiple executions
