"Our brains are wired to put off what’s most important in favor of what’s most convenient, and while the future may feel far away, it’ll be here before you know it. Putting your love into action now, at this very moment, is the most important thing you can do. The Time is Now to act on your love."

New York Life needed an idea that would drive consideration for them to be known for holistic financial advice and guidance, not just life insurance. Our goal was to help people take the first step in acting on their love, because their future can’t wait. 

"The Time is Now" was the third installment of an ongoing NYL campaign, Love Takes Action. It kicked off in 2020 with Agape and was followed with Our Product. My partner and I were tasked with maintaining the TOV of the previous iterations while instilling a sense of urgency in people to reach out to New York Life. We shot four spots for broadcast along with OOH and multiple social components, launching the
the campaign in October of 2023.