Positoning
a community
that's built to
be limitless.
Through simple, emotionally-driven messaging, I’m helping people see themselves at Del Webb's active adult communities.
Del Webb builds
communities for
active adults.
Del Webb, a leader in 55+ communities, needed a fresh campaign to showcase their vibrant lifestyle.
I delivered a dynamic campaign with bold visuals, and a strategy that redefined what it means to live actively in a Del Webb community.
Strategy
Problem / Objective / Solutuon
Problem
Despite a strong portfolio, PulteGroup’s brands, including Del Webb, were often perceived as just another "big builder." Customers and brokers struggled to differentiate the sub-brands, and Del Webb’s marketing defaulted to outdated retirement messaging, failing to capture the energy and independence of today’s 55+ buyers. (I took these photos as well.)
Objective
Mobile
Del Webb needed a bold, scalable campaign that could shift these perceptions. The campaign had to stand out from the crowd of stereotypical retirement marketing, appealing to a younger, more active generation who sought vibrant, connected lifestyles. Additionally, it needed to be scalable across various markets and mediums, without losing its personal touch.
Solution
I developed the “Be” campaign, which empowered people to Be Active, Be Social, Be You. Through real stories, vibrant visuals, and multi-channel execution, we showcased the dynamic Del Webb lifestyle. The campaign not only resonated with potential buyers but also highlighted Del Webb as the ideal place for a fulfilling, energetic lifestyle.
It all
started with
a question.
What will make Del Webb feel like a lifestyle brand,
not just a retirement builder?
That question became the foundation for this campaign. For potential Del Webb homeowners, it’s not just about square footage or floor plans—it’s about identity, lifestyle, and aspiration. We leaned into that mindset shift, creating messaging that spoke to possibility, purpose, and the power of choosing a life you’re excited to grow into.
Moving
people —
and the
brand.
The power of this campaign came from its honesty. It asked something personal, something real: Who do you want to be?
For Del Webb’s audience—people standing at the edge of their next chapter—it felt like someone finally saw them. The response was human, heartfelt, and deeply validating. This wasn’t just about selling homes. It was about helping people imagine the life they could step into—and giving them permission to begin.
Next:
600 North Lake Shore Drive
Shoreline living, city style.