PFIZER | Get Old

On a mission to help people live their best life at every age, Pfizer launched Get Old to challenge misperceptions about aging. In the campaign’s second year, we set out to change the conversation around getting older with a series of mini-documentaries featuring people who “broke the mold” at their particular age. I got the chance to fly around the country with a lean but talented film crew meeting some truly amazing individuals: a 94-year-old painter adjusting to blindness, a 22-year-old in search of his past, and a 59-year-old first-time triathlete teaching herself to swim. We ended each film with a simple question for the viewer: How do you want to Get Old?

My role: Creative lead, copywriter, road trip snack committee

“HY”

“ANITA”

OOH

LAUNCH EVENT: “Claim Your Age Day”

We asked people to celebrate their age, and how they planned to “get old” on a live digital billboard in Times Square.