Senior living.
Emphasis on “living.”

Senior living is often loaded with stigma. Vi, a luxury brand of Life Plan Communities, needed to show that making the move provides older adults the freedom to enjoy retirement on their terms.

Vi’s target audience consists of accomplished seniors who want more from retirement than simply slowing down. At Vi, they can spend their newfound freedom growing, learning and discovering new passions.

We developed a storytelling-first content program that celebrates residents’ vibrant lives through docu-style videos and articles. The content reframes senior living as a launchpad for a connected, fulfilling lifestyle.