McCarthy Stone builds retirement living communities across the UK; Properties that are designed for people who want independence, comfort and connection in later life.

This project started with a pitch and ended with a film. Winning the brief meant understanding not just the product but also the audience: people at a significant life transition, making a decision that matters. The creative had to feel warm without being patronising and aspirational without being unrealistic.

Directed by Simon Neal, the film was made at McCann. It's the kind of work where craft and empathy have to be in equal measure. Sound like something you need, get in touch >