The Policygenius marketing team was tasked with developing a commercial that would lift brand perceptions and reach our target customer with a compelling story earlier in their insurance shopping journey.
We began the process with our strategy team leading user interviews to determine which concept would resonate most with audiences and was the most memorable.
Based on the winning strategic concept the brand team got to work and developing around 20 creative concepts that laddered up to this strategy. We began discussing which we felt was most connected to brand values, unique, and possible to produce within our budget. We narrowed this group down to 6 leading concepts and eventually aligned on our top 3 choices.
We took the 3 leading directions and began to refine the scripts and build out the visual vision further. We converted these to storyboards and worked with a production team to develop the storyboards into animatics, which are rendered versions of your commercial that can be used to test your creative. This testing concluded a leading concept, Uncomplicate the complicated, as the strongest creative scoring highest in the areas of impact, clarity, relevance and uniqueness.
We kicked off the search for a production partner to shoot the commercial and bid the project out to teams we felt would be able to execute the vision best. We selected Greencard as our production partner, Eric Anderson as our Director, and Matthew Berkowitz as our Executive Producer for the project. We began to convert our conceptual storyboards into cinematic boards to capture the fluidity we were aiming to achieve in the commercial.
After selecting our studio set a blueprint of our shooting plans were developed as we continued to refine the set build and camera movement plans.
Then the bulk of pre-production planning began. We developed the final props for our set builds, selected props for our contraption scenes, identified our talent and accompanying wardrobe, musical tracks, and scheduling for the shoot day.
And action! Here are some process shots from our shoot day in Brooklyn, NY. We had a team of close to 50 people that brought the commercial to life that day.
Here are some process shots of the contraptions we had built. All were functioning and we had them shot about 3 or 4 times that day, resetting the scenes in between takes.
We also worked with a photographer that day to capture stills of our set, actions and scenes from the commercial to be used in conjunction with the primary campaign.
The final deliverables for this project in addition to the stills were the final commercial creative in 30 and 15 seconds for broadcast and web, along with the creative sized at 4:5 for social.
This project would not have been possible without so many talented people, creatives, and our cross functional teams at Policygenius.
Credit:
Production: Policygenius
Creative Director - Design: Michael Gray
Creative Director - Narrative: Laura Reineke
Executive Producer: Matthew Berkowitz
Additional support from Christina Valenziano, Diane Ly, and Sam Cosby
Production: Greencard Pictures
Director: Eric Anderson
Executive Producer/Founder: Emily Wiedemann
Executive Producer/Partner: Chazz Carfora
Producer: Nancy Marks
Editor: Michael Hackett (Lucid Editorial)
Post Producer: Ryan Lowrie
EP/Sales: Dani Zeitlin
EP/Partner: Jerry Torgerson
CD/Partner: Efrain Montanez
VFX Supervisor (LA): Andrew Cook
VFX Supervisor (NYC): Ajoy Mani
Post Producer: Ryan Lowrie