NYL: Be Good at Life

New York Life's rebrand started with updating their photo library. The campaign focuses on embracing life's imperfections rather than striving for perfection. We captured real families in candid moments, showcasing the beauty in portrait mistakes. Using an asymmetric grid layout and a pastel color palette, we refreshed the look from the previously heavy monochromatic blues. This approach highlights authenticity and the charm of life's spontaneous moments.

New York Life wanted a rebrand, and we decided to started off with their photo library. We wanted to capture real families in real moments, so we photographed the families in the moment before the moment.

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Photographer: Todd Selby