AIA ‘For the Ride’ Brand Campaign (2025)

In mid-2025, AIA launched a bold new brand campaign marking a strategic shift from its well-known AIA Vitality proposition to a broader AIA Insurance positioning. Developed in partnership with Bastion Shine, the creative platform, For the Ride — captured the universal rhythm of life: from birth to death, highs and lows, heartbreak and renewal. It was a powerful metaphor for life in motion.

This was a fully integrated campaign spanning TV, digital, audio, and social. My team led the digital execution, delivering a suite of assets including video, statics, and rich media across key platforms such as NZME, Stuff, Google, and social channels. With multiple distribution touchpoints, we ensured cohesive storytelling and brand consistency across every screen and scroll.

Take a look at some of the videos we helped build and collaborate on – from the TVC’s to the social channels.