We leaned into a horror movie-esque feel to combat the loads of mainstream imagery that would be associated with content like this about retirement (i.e. An older couple looking worried or holding their head in their hands) because what we knew is that people would scroll right past imagery like that and/or disregard it thinking they’d already seen it before. 

After reading through the content for the lead magnet this theme related to what one would feel when in a horror movie, scared of what was around the corner. But considering this also from an audience’s point of view you’re hoping they make it out ok. All of these feelings contribute to someone being curious enough to click through and want to read more.