New York Life Projects
Golden Futures Awards & Scholarships Experience
Project
Creative Direction · Campaign Strategy · Visual Identity · Digital Campaign · Social Media · Video Content · Email Marketing · Scriptwriting · Local Marketing Toolkits
BRIEF
Bring New York Life’s national financial empowerment program to life through an engaging campaign that inspires young people to dream about their futures and build financial confidence. Reimagine awards and scholarships as incentives for participation, making financial education more accessible while rewarding learning and ambition.
APPROACH
As Creative Design Director at New York Life, I led the campaign’s creative development in collaboration with Razorfish, establishing the visual direction and design system across a broad range of touchpoints—from digital, social, email, and video to image curation and localized marketing tools for agents and General Offices.
Golden Futures connected two complementary experiences: an awards program celebrating children’s visions for the future, and gamified financial education that gave high school students the opportunity to earn scholarships. Together, they brought New York Life’s More Powerful, Together promise to life, making financial literacy more engaging, accessible, and rewarding.
Team credit
Golden Futures was a collaborative effort across New York Life’s marketing, brand, digital, product, and media teams, working alongside creative partner Razorfish to bring the experience to life across channels and communities.
IMPACT
$380,000 awarded in scholarships and awards. 2,820 students completed more than 64,000 financial literacy modules.
recognition
Shorty Impact Awards, 11th Annual Impact Awards — Finalist
