In a departure from my usual work for snacks, sports, alcohol, and gaming, I was asked to oversee the launch campaign for high-end financial services brand, Equitable.           

At first, frankly, I was doubtful. But I embraced it as a challenge and ultimately had the privilege of working with visionary director Todd Field (Tár, Little Children) to create a surprisingly emotional film campaign in a category that is usually very dry and procedural.