Retirement Ready

At face value, talking about personal finances and retirement can appear dry and cause people to check out of the conversation. But TIAA wanted to showcase something different: that behind all of the numbers, the portfolios, and the growth charts, there are real, everyday people being impacted. With retirement planning through TIAA, peoples’ stories were filled with vibrant life experiences, inspiring achievement, and joy. And these were stories worth telling.

In collaboration with The New York Times’ creative studio T-Brand, we had the chance to dive into the true stories of five individuals who invested with TIAA. We set out to document the breadth and depth of their lives. Each person had a unique story to tell: different obstacles they’ve overcome, goals they’ve achieved, and hobbies that colored their lives.

Through these stories, this campaign was successful in resonating with a diverse, widespread audience. The client was thrilled to see a truthful portrait of the peace and optimism many experience through investing with TIAA.