AIA wanted to launch their new mission of helping people live healthier, longer, better lives. We did some research and discovered that the reasons why people stay healthy are actually extremely personal - you do it for your kids, your career, or to stay feeling young.
Who did these three things apply to? David Beckham we discovered. We got AIA’s biggest brand ambassador to ask people, “What’s your why?”
This film was highly modular and we created multiple versions of the edit that could be relevant to you based on your life stage.
If we knew you were pregnant, you’d get the edit that featured a pregnant swimmer.
If we knew that you were a new father, you’d get the edit that had the father doing push ups with his younger son.
We then released a special behind the scenes video where we find out about how David Beckham being fit and while being a dad.
Let’s just say, he puts ‘dadbods’ to shame.
