Commercial model for pension provider rebrand campaign

A UK pension and retirement planning provider rebranding for a younger-feeling audience is casting for a model in the 50-65 age range who reads aspirational and engaged rather than traditionally conservative. Scenes include home office work, weekend outdoors, and meeting-with-advisor contexts. Shoot is two days across London and the Home Counties. The brand wants to move away from cliché retirement imagery toward active, purposeful mid-life. Final assets used in national press advertising, digital display, and TV pre-roll.