TAL's 'Whatever Life Holds' via BMF

24 November 2023

Creative Agency: BMF

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Capturing the breadth and beauty of Australian life.

Australian life insurer TAL has launched a brand campaign, Whatever Life Holds, portraying the defining moments – the highlights and the challenges – experienced by Australians throughout life.

TAL chief customer & brand officer Alex Homer said that the campaign, created by BMF and produced by Finch, captures the breadth and beauty of Australian life, alongside the unpredictable moments that make up the good days, the tough days, and all those in between.  

“'Whatever Life Holds' is also a reflection of TAL’s deep commitment to delivering for our five million customers. Central to that is paying claims and providing support during their most challenging times - whether they are recovering from an injury or illness or after the loss of a loved one,” said Homer.  

Tom Hoskins, creative director at BMF, said it's the unpredictability of life that makes it truly beautiful.

"There are experiences we can control. Others we can’t. We show these defining moments, that often come and go in an instant, by treating them as beautiful moving portraiture, captured in the unique Australian sunlight that connects us all," he said.

'Whatever Life Holds' is the latest evolution in TAL’s brand platform which launched in 2016 with 'This Australian Life' and 'Scars' in 2019. The major campaign, which includes ads cut into 30-, and 15-second versions, will be supported by outdoor and digital. 

The campaign ads will premiere during the 2023 NAB AFLW Finals Series this Saturday night.



Client | TAL 

Alex Homer | Chief Customer & Brand Officer  

Antony Wilson | General Manager, Brand & Communications 

Michelle Singer | Head of Brand 

Joline Samawi | Brand Manager 


Creative Agency | BMF  

Chief Creative Officer | Alex Derwin  

Creative Director | Tom Hoskins  

Creative | Max Lom-Bor  

Head of Art & Design | Lincoln Grice  

Designer | Iva Madderom  

Chief Strategy Officer | Christina Aventi  

Planning Director | Thomasine Burnap  

Chief Executive Officer | Stephen McArdle  

General Manager | Richard Woods  

Group Account Director | Victoria Venardos  

Senior Account Manager | Anja Cherry  

Head of TV | Jenny Lee-Archer  

Art Buyer | Basir Salleh  

Retoucher | Christopher Moore 

Creative Services Director | Clare Yardley  


Production Company | FINCH 

Production Company Title Artist Management  

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