HESTA Super Fund

“Don’t Tell Me How To Retire”

Role: Creative Producer + QLD DOP

Project Overview

Create a brand campaign for HESTA that challenges traditional perceptions of retirement, focusing instead on empowering Australians to define retirement on their own terms.

Challenge

Retirement advertising often relies on clichés and idealised portrayals that fail to resonate with modern Australians. HESTA wanted to create a campaign that felt more authentic and empowering, encouraging people to think about retirement as a personal journey rather than a one-size-fits-all destination.

Solution

Developed a lifestyle-led brand film that placed real people and relatable experiences at the centre of the story. Through natural performances, cinematic visuals, and an optimistic narrative, the campaign reframed retirement as an opportunity for individuals to shape their future in a way that reflects their own goals, passions, and lifestyle.