Most people know they need a will—they just don't know where to begin. Estate planning brand Trust & Will set out to change that, but in one of the most personal and trust-dependent categories, awareness alone wasn't enough. Together with Marketing Architects, the company embraced a TV-first strategy that combined broad reach, emotional storytelling, and distinctive creative to build a brand consumers recognize and trust. Join the team behind the strategy as they unpack the lessons from building trust in a sensitive category, creating memorable advertising that stands out, and what's next as Trust & Will explores celebrity partnerships, sports marketing, and its next phase of growth.