American Family Insurance connects with Marvel Studio’s Captain America: Brave New World–which hits theaters this week (2/14)–on a campaign which reflects the parallels between the insurance company’s Red Roofline and Captain America’s iconic shield as trusted symbols of protection.
This :45 cinema ad features original footage with Anthony Mackie as Captain America in an action-packed sequence that concludes at a family’s home. Introduced by American Family Insurance’s distinctive musical jingle, we hear a voiceover reminding viewers “Life’s better when you’re under our roof because we help protect your dreams.” As Captain America checks on the family, their son remarks, “I like your shield.” Captain America looks upward to the red roof and responds, “I like yours, too.” The ad ends with the company logo and its long-running tagline, “Insure carefully, dream fearlessly.”
The :45 cinema spot and :30 TV version were directed by Anthony Leonardi III via production house Eleanor for ad agency Elite Media.
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Credits
Clients American Family Insurance, Marvel Agency Elite Media Chris Crawford, chief creative officer; Jindai Joseph, executive creative lead; Gati Curtis, president; Adam Glickman, Craig Feigen, creative directors; Emilio Ayala, Mo Alsadi, art directors. Production Company Eleanor Anthony Leonardi III, director; Sophie Gold, president; Rochelle Savory, head of production; Nathaniel Greene, Russ Lemkin, producers; Sarah McColgan, DP. Editorial The Den Christjan Jordan, editor; Jesse Richard, assistant editor; Lucia Villalta, prdoucer; Jennifer Mersis, exec producer. VFX The Mill Gavin Wellsman, executive creative director; Nhat Tran, creative director; Ruairi Twohig, Eva-Maria Kuehlmann, VFX supervisors; Chris Connolly, sr. exec producer.
Steve Fuller wrote, directed and served as artificial intelligence creative lead on this AI spec film for the Amazon Fire TV Stick.
Fuller took on the spec piece not as a tech demo but rather as a storytelling experiment. He was no stranger to AI going into the project, having deployed it for the past couple of years on treatments and as a means to supercharge his design work. Still, the veteran director--who’s enjoyed a longstanding relationship with Jeff Lewis’ The Directors Network--felt the need to learn and experience more when it came to AI. Thus he initiated a spec piece so he could integrate AI even better into his narrative toolbox.
Spurred on by a desire to discover how his directing instincts could translate into the best utilization of AI resources, Fuller came up with a creative concept for a product he was a user and fan of--the Fire TV Stick. What if a treasure trove of iconic characters and worlds were racing towards a huge Fire TV Stick in the middle of a desert, converging there in order to compete for viewer attention? And the climax of the spot has a household about to make the fateful choice for what they’re going to watch from all these varied options and forms of entertainment.
While via AI he was able to amass major celebrity talent and elements of blockbuster entertainment franchises for the Fire TV Stick adventure, that wasn’t the objective for Fuller who explained, “I was not trying to make a short film and suddenly have it star Brad Pitt or Tom Cruise. Instead I wanted to see if I could use AI to make a really big and epic commercial.” The spec project was designed to open up the opportunity to curate imagery, create video sequences--all the while making choices as a director. “I approached it as I... Read More
