Aon: Navigating Complexity

In partnership with Aon, we wrote, directed, and produced an integrated campaign that draws compelling parallels in decision-making between professional golf and modern business. “Navigating Complexity” follows legendary caddie Jim “Bones” Mackay, revealing the unseen preparation behind elite performance and better advice. Through Bones’ meticulous process - studying the course, gathering insights, analyzing data, and assessing ever-changing conditions - the campaign reframes the ability to navigate complexity as a distinct competitive advantage. What begins as an overwhelming volume of information is transformed into an organized, actionable game plan, mirroring how Aon helps organizations cut through uncertainty to make better decisions when it matters most. The campaign’s impact extended well beyond its initial launch. Due to its strong performance, “Navigating Complexity” was renewed for multiple years and expanded across a variety of platforms, ultimately generating well over 100M views and earning multiple industry awards. The sustained success reinforced Aon’s position as a trusted advisor and demonstrated the power of clear, human storytelling in elevating complex subject matter and B2B services. Deliverables included broadcast TV commercials in multiple lengths (60s, 30s and 15s), digital video, social media extensions, and branded photography, creating a flexible, scalable system that lived seamlessly across channels while maintaining a consistent narrative and visual language.