When it was time for our first big brand campaign, I knew that defining what we didn’t want to do would be an important part of strategy. Most insurance campaigns are known for either their spokesperson or mascot - or an overly earnest protector from doom. So instead of copying industry leaders, we decided to take a new approach. Our idea was to focus on embracing the very idea of safety, instead of the consequences that come from accidents. We wanted to make business owners think about safety as a priority, and we came up with a fun mechanic to bring the idea to life. Workers who take safety to the extreme in order to protect themselves. In the second year of the campaign I got to write a proprietary soundtrack for each spot - a gritty sounding country melody that helped complete the kind of creative tension we were shooting for and helped optimize the stories we created. I partnered up with a freelance writer named Chase Domergue and I brought in a very good production team named Revelator out of Austin, TX to shoot the spots.