For your tomorrow campaign

The ask
Create a retirement campaign that increases awareness of Alameda County employees’ retirement savings options while reinforcing Alameda County and BlackRock as trusted partners throughout their retirement journey. The campaign needed to inspire employees at every career stage to take ownership of their future, save consistently, and feel confident about the retirement they envision.

The answer
I developed “For your tomorrow” to highlight that while every retirement looks different, the aspiration is universal: the freedom to live life on your own terms. Inspired by Northern California’s diverse and active spirit, the campaign uses bold storytelling and wild, aspirational imagery to bring employees’ future possibilities to life.

From snorkeling to painting to road trips, the creative shows how Alameda County and BlackRock help employees plan for the retirement they want — whatever that looks like.