CLIENT
Guardian Plan

CAMPAIGN
Get That Pre-Planned Feeling

YEAR
2025

GUARDIAN PLAN CHALLENGES THE VISUAL LANGUAGE OF FUNERAL ADVERTISING BY REFUSING THE EXPECTED CUES OF SOFTNESS, SILENCE, AND SENTIMENTALITY.

Instead, the campaign uses moments of suspension, a skateboarder mid-air,
a skydiver in freefall, to frame pre-planning as an act of control, not surrender.

Bold typography and cropped, kinetic imagery interrupt the category’s visual inertia, positioning death planning as something active, considered, and human.

The work speaks to independence and agency, reframing preparedness
as a final act of care rather than a quiet inevitability.