When it was time for our first big brand campaign, I knew that I’d want us to stay away from the most common concepts used by insurance companies. Things like a spokesperson or a mascot - or an overly earnest protector from doom. So instead we decided to take a different angle. Our idea was to focus on flipping the concept of safety on it’s head. How could we make safety engaging and entertaining? We asked the question “how far would an employee go in order to protect themselves in lieu of not having workers’ comp coverage at their job site?” There was an amazingly large amount of territory in the answer. The first year was about setting the tone. In the second year we created a custom country music soundtrack for the campaign - four gritty sounding, hard working melodies (which I got to write!). In the third year we brought the characters to life with some comedic writing. We shot all of the spots with an amazing production partner, Revelator out of Austin, TX. The spots have consistently surpassed benchmarks and continued to perform for us with one of the spots even running for close to a year while exceeding 30 million views. 🥧