Liberty Mutual is running “Humans”, an integrated advertising campaign featuring disastrous turns of events stemming from stupid decisions. A television commercial, with a voiceover by comedian Paul Giamatti, shows scene after scene of embarrassing destruction. The campaign includes a Facebook app that allows users to tag each other into “Human” experiences as seen in the television spot.
Click on the image below to play the Humans video in YouTube (HD)
Click on the image below to play the Behind the scenes video in YouTube (HD)
The Humans ad was developed at Hill Holliday by chief creative officer Lance Jensen, group creative director/copywriter David Banta, group creative director/art director Kevin Daley, co-director of integrated production Bryan Sweeney, director of business affairs Lenora Cushing, associate director talent/BA Kim Noke, senior project manager Susanne Joyce, managing director Kerry Benson, account director Summer Dembek Latif, group planning director Craig McCarthy, senior planner Laura Brockway.
Filming was shot by directors Dayton/Faris (Jonathan Dayton and Valerie Faris) via Bob Industries with director of photography Neil Shapiro, executive producer Chuck Ryant, line producer/head of production Bart Lipton.
Editors were Hank Corwin and Chris Huth at Lost Planet with assistant editor PJ Fabbrini, executive producer Krystn Wagenberg, senior producer Jaclvn Paris, producer Kate McCormick, and Ravenswork sound designer/mixer Robert Feist.
Music, “Human” by Human League, was produced at Elias Arts by executive producer Ann Haugen, arranger Dave Wittman, creative director Dave Gold.
Post production was done at Brickyard VFX by executive producer Kristen Andersen, producer Amy Appleton, lead VFX artist Geoff McAuliffe, VFX artists Peter Bullis, Jimi Simmons, Sean McLean, Dave Waller, Gina Downing, and at Blind by creative directors Mark Bellncula and Tom Koh, executive producer Nick Litwinko, managing director/executive producer David Kleinman, head of production Amy Knerl, producer Jake Hibler, designers Alexander Davidson, Julia Kuswardi and Jin Lee, animators Erik Rasmussen, Jim Forster, Joe Todoran and John Dretzka. Colorist was Stefan Sonnenfeld at Company 3.