Not every project holds up when revisiting it 10 years later. However, this one really gave me a chuckle. Especially considering the recent trend of regional advertising heading in a much more conservative and literal direction.

This was directed by the always delightful Vinnie Besasie for WPS Health Solutions in collaboration with Mirror34 Productions & Rippe Keane Marketing (now Market Crafters).

This project was completed in November of 2015.

Above everything else, the concept itself really shines. Health insurance pricing is always a hassle, always shifting & never predictable. So highlighting the absurdity of that while leaving the viewer with an immediate solution is a surefire way to bring the right kind of attention to your product.

Editing this spot was particularly easy, not only because of intricate planning, but the variety of shots gathered in order to tell the story. Establishing, close-ups & reactions were captured in abundance so each and every interaction felt like it’s own individual vignette. On top of that, with a large variety of close-ups we were able to use repetition to emphasize the price shifting concept even further.

And with minimal voiceover, the concept was allowed to play out on its own rather than being buried by too much copy. Which can so often strangle otherwise really strong concepts.

To top it all off, an office stapler and the director’s voice were used for sound effects. Giving it all a bit more surrealistic feel.