Dell Webb
"Be" Campaign
Client
Del Webb Communities
Del Webb, a leader in 55+ communities, needed a fresh campaign to showcase their vibrant lifestyle. I delivered a dynamic, full-scale campaign—engaging storytelling, bold visuals, and a strategy that redefined what it means to live actively in a Del Webb community.
Problem
Del Webb needed a fresh campaign to move beyond traditional retirement messaging. They wanted to capture the energy, independence, and social connections that define life in their communities—without resorting to outdated stereotypes about aging.
Approach
I developed the "Be" campaign, a bold, uplifting concept that encouraged residents to embrace every aspect of their lives—Be Active, Be Social, Be Inspired, Be You. Through engaging storytelling, vibrant visuals, and real resident voices, we showcased Del Webb’s dynamic lifestyle, proving that life after 55 is about thriving, not slowing down.
Solution
The "Be" campaign came to life through a full-scale marketing strategy, including print, digital, banners, displays, and outdoor advertising. By highlighting real people and real experiences, I helped redefine what it means to live in a Del Webb community, resonating with a new generation of active adults ready for their next adventure.
