Case Study
Chubb Life
Ryan Choi
Client:
Brief
Produce a TV commercial to launch Chubb’s latest marketing campaign for the "My Legacy III" insurance plan, featuring Chubb ambassador and Hong Kong National Team Fencer, Ryan Choi. This commercial will be played across social media, OOHs and LED displays across buildings in Hong Kong.
Creative Direction
Each athlete faces different uncertainties in their sport, striving to master the unpredictable.
Ryan’s sport, fencing, embodies grace and precision. While spectators see fencing as calculated and sophisticated with historical roots in the aristocratic duels of the past, the reality behind the mask reveals a rigorous training regimen. It's this contrast between the elegance of the sport and the intense training that enables Ryan to achieve such control and accuracy.
Split between a dark space timeline and a training timeline, the theme is to show the contrast between the rough, intense training and the graceful, controlled performance of a fencer in a tournament, emphasising how control and elegance are achieved through rigorous preparation.
Challenges
We had a tight deadline to release the video in time for the Summer Paris Olympics 2024. This meant working within a narrow timeframe and coordinating around the demanding schedule of a professional athlete, who could be called overseas at short notice. As a crew, we had to remain agile and ready to mobilise quickly once the shoot was confirmed. Fortunately, thanks to excellent coordination and planning from our client’s side, we managed to execute the production in time for a timely release—just ahead of the Olympic opening. The timing couldn’t have been better: with Hong Kong securing a gold medal in fencing, the video gained additional momentum, riding a wave of national pride and excitement around the sport.
Final Result
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