BRANDING AGENCY: Siegel+Gale
AUDIO AGENCY: Eyeball
ROLE: Executive Creative Director
COMPOSERS: Joel Corelitz, Keith Kenniff
Partnering with Siegel+Gale, we were asked to bring the Aetna new logo to life through animation and sound.
During production of the anthem video we established a sound palette to fit the campaign messaging, but to create Aetna's first global audio mnemonic, my team embarked on new research and strategy to guide our aesthetic choices.
Aetna encourages people to live healthy, fulfilling lives. To deliver this promise, our research showed that the sound of Aetna should always be heartfelt, honest and warm, resonating with core human emotions and rising above current music trends. We arrived at a melodic approach to Aetna's signature sound that touches on each of these characteristics.