After producing all the design work which ensured Lucky Generals won their pitch for TikTok, I was asked to deliver all the creative for their Prudential Financial pitch. 
Prudential came with an ambitious mission: “Be the global leader in expanding access to investing, insurance, and retirement security." In order for us to make this shift, we had to establish Prudential's symbol, The Rock, in service of them, not just as a statement of their own strength.
We produced three routes that made up our pitch deck, with 'Who's your rock?' being the lead concept.

Lucky Generals made it to the final round but unfortunately lost out to another agency. However, the creative itself really resonated with the client, who really liked the sentiment of 'Who's your rock?'
Campaign Rationale

'In life, we never know what’s coming next, a new life, a new passion, or a burst pipe. But what we do know is that when you have the right support you can handle anything. Everyone needs a rock.'
The creative weaves the rock into life's key moments — showing that no matter where their customers are in life, the rock (a metaphor for something far bigger) will be there to support them.
Client: Prudential Financial (Pitch)   
Agency: Lucky Generals (New York)
Year: 2022 
Software: Photoshop
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