FRASER NELSON


BRAND & CREATIVE DIRECTOR
WORKING GLOBALLY, BASED IN NAARM







CAMERA FOR AN ANALOG LIFE
THE LION’S SHARE
IMPERFECTIONISM
POLAROID 101
AHM THE SIMPLE BIT
CAPTURE REAL LIFE
THE INTERNET REMEMBERS
STICKY SEARCH-UATIONS
LITTLE BIG IDEA
RACV ASK ANYONE
BILLIE VS CHARLIE


ABOUT / AWARDS / REFERENCES









 

AHM THE SIMPLE BIT


ahm needed a brand platform to win over an audience who couldn’t care less about health insurance: young adults.

So we went against the category norms of happy grey-haired people running on the beach and leaned into how absurd, funny and complicated life really is, and positioned ahm as the antithesis of all that: The simple bit.

The work led to ahm’s most successful year of new member sign-ups since its inception in 1971. Plus, while the platform line has changed, the tone and art direction we established is still in-market today almost 10 years later.
Role: Senior Creative/Copywriter

Illustrated by New Yorker cartoonist, Liana Finck

Animated by Julian Frost