date: 2023
Client: American Identity Group (AIG)
Agency: Astound Digital
My Role: Senior Creative Director / Senior copywriter
Project: "Join The Protected" — A Digital Campaign for American Identity Group
Situation: American Identity Group (AIG), a renowned security company with a rich heritage, faced a critical challenge: its traditional branding, while respected, was not resonating with a younger, more diverse demographic. The company needed to broaden its appeal and find a way to make its legacy of trust and security relevant to a new generation of consumers.
Task: As the Creative Director and Copywriter, I was tasked with creating a digital campaign that would bridge this generational gap. The objective was to craft a compelling narrative that honored AIG's heritage while forging an authentic connection with a wider audience, ultimately driving engagement and growth in previously stagnant market segments.
Action: I assembled and led a cross-functional creative team to develop and execute the "Join The Protected" campaign. My leadership encompassed the entire project lifecycle:
Creative Vision & Strategy: I conceived the core creative vision, which reframed "security" not just as protection from harm, but as the preservation of one's personal identity and cultural heritage. The strategy highlighted how AIG's time-honored principles of protection were integrated with modern innovation to safeguard what makes each customer unique.
Team & Client Leadership: I led a cross-functional creative team, fostering a collaborative environment to bring the vision to life. I also managed all client communications, presenting our strategy and progress to ensure expectations were aligned and the partnership remained strong.
Execution & Oversight: I oversaw the execution of the campaign across all digital platforms, ensuring a consistent and high-quality brand experience. My role was to ensure every piece of content, from social media posts to digital ads, reflected our core message with clarity and impact.
Performance Measurement: We actively measured campaign performance against our key metrics, allowing us to make data-driven adjustments to optimize our approach and maximize audience engagement.
Result: The "Join The Protected" campaign successfully modernized the AIG brand's appeal and produced significant, measurable results. We achieved a 20% increase in brand engagement among the targeted 25-35 age group and directly contributed to sales growth in a market segment that had previously been stagnant. The campaign proved that a heritage brand could connect with a new audience without sacrificing its core identity.
Reflection: Working with AIG was an enlightening experience in balancing tradition and innovation. The collaboration helped us understand that heritage doesn't have to be a constraint; it can be a springboard for creative exploration. I'm particularly proud of how the campaign fostered authentic connections with our audience.
