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What He Passed Down

Client: Aetna 

 Role: Concept, Copywriter

Art Director: Katie Troy

Photographer: Chris New

Aetna wanted a way to give a heartfelt message to dads around the nation on Father’s Day. So we looked to everything they’ve given us. This social series highlighted the countless life lessons we’ve received from dads throughout the years. 


We showcased objects inherited from fathers, each one symbolizing a different intangible gift. Users had the chance to comment words of wisdom passed down by their own fathers to join the conversation.

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