Insurance marketing that brings peace, not panic.

I led Plum's foray into personal insurance through a campaign that rejected the industry's fear-based rhetoric. "Plum Gets Personal" focused on the emotional dividend of coverage —tranquility — rather than the disasters it prevents.

Single-handedly managing the full campaign spectrum, I crafted a narrative that focused on the emotional dividend of coverage rather than its functional necessity. 1,500+ qualified leads that significantly expanded our acquisition pipeline, all while offering something refreshingly different in a landscape of institutional blues and cautionary icons: a genuine moment of calm.