In 2016, I created “The Jewish Family Traditions” campaign to promote pre-need sales of cemetery property.  

Our original goal with this campaign was to tell an ongoing story about a fictional Jewish family in Los Angeles by focusing on the baby boomer parents who are in the process of making their funeral plans in advance. Each character in the “Rossman Family” was developed to represent a specific point of view, and through their interactions, we address how many families react to the idea of pre-planning,