Brand Film – “A Promise Kept”

Life Happens is a nonprofit organization dedicated to helping consumers make smart insurance decisions to safeguard their loved ones.

The Challenge

For Life Happens 25th Anniversary they needed a video that communicated the importance of life insurance in an emotionally moving way.

The Approach

After the success of our last video with Life Happens, we knew we wanted to change things up. So we began to explore what their brand would look like in a fully animated execution. And in doing so, it opened up our minds to unlimited narratives. Because you see, with animation, we weren’t limited in our creativity by the number of location shoots, or access to talent, etc… if we could draw it, we could do it.

The Execution

From the beginning, we knew that we wanted this video to have a classic animated feel. But it wasn’t until after the script was finished that we began to envision exactly how that would take form. Since the aim of the narrative had always been to feel authentic to its core, we felt the animation style should follow suit. And so we decided on a cel animated approach to give this a timeless, engaging, and almost Disney-like quality.

Early Design Frame

Bringing the Baby to Life

Before we were even halfway through, Life Happens was so on fire for this video that they asked us to create two more “Life Moment” animations that they could use in their drip marketing campaign.

A Positive Surprise

When you’ve got a growing family…