The Responsibility Project
Seriously outgunned by competitors like Geico, Allstate and Progressive, insurance company, Liberty Mutual, needed to transcend its dependence on traditional media. The Responsibility Project was a multi-channel campaign consisting primarily of a dedicated microsite, various entertainment initiatives with cable and network collaborations and a series of short films that explored the theme of what it means to do the right thing. Besides conceiving the project, I was executive producer on the films, all shot with A-list feature film directors. I also did the story and co-wrote the screenplay for Father's Day which won a Silver Lion at Cannes in 2010.
Seriously outgunned by competitors like Geico, Allstate and Progressive, insurance company, Liberty Mutual, needed to transcend its dependence on traditional media. The Responsibility Project was a multi-channel campaign consisting primarily of a dedicated microsite, various entertainment initiatives with cable and network collaborations and a series of short films that explored the theme of what it means to do the right thing. Besides conceiving the project, I was executive producer on the films, all shot with A-list feature film directors. I also did the story and co-wrote the screenplay for Father's Day which won a Silver Lion at Cannes in 2010.
