This campaign – under the banner “Craft Your Legacy” – promotes entries to the 2015 AICP Awards. All winners in this craft show are made a part of the archives of the Dept. of Film at the Museum of Modern Art. In the campaign, several of today’s most innovative and well-respected creative directors imagine what their life might be like 35 years from now, and how having their work archived in MoMA's prestigious film archive might factor into their life's legacy. Each piece features a documentary style interview of a “senior avatar.”

The cast includes high level creatives in the U.S. with global reputations: Rob Reilly of McCann; Gerry Graf of Barton F. Graf 9000 and Ted Royer of Droga5. In each scenario – in which they have "aged" to reflect life in 2050 – all note that whatever their "current" lot in life, their legacies are intact because their work is safely preserved in the MoMA archive as result of having won an AICP Award.