We created a dynamic campaign for AXA Hong Kong’s Income Bliss Deferred Annuity, targeting young professionals looking to plan early for retirement. Centered on empowerment and future-focused lifestyles, the work positioned the product as a smart tool for tax optimisation and long-term planning. Our scope covered the creative concept, contemporary visual direction, lifestyle photo and video content, and an intuitive calculator site, showing how early planning can shape their ideal future.