Drivers' worries come to life as typography in this stream-of-consciousness, first-person POV campaign for Liberty Mutual.
In Liberty Mutual's new campaign for accident forgiveness, Motion Theory director Mark Kudsi guides viewers through the thought process of accident victims using typography, first-person cinematography, and precise choreography. In "Sideswipe," an innocent driver walks out to his parked car to find that the car's side has been badly dented and scratched with its side mirror shattered and dangling. The driver is understandably distraught, and as he examines the scene, large typography appears, conveying his thoughts. Likewise, "Steering Wheel" explores the panic following a sudden rear-end accident on the road. The driver who was hit struggles to make sense of what has happened, with the visuals and typography bringing her sense of confusion, frustration, and worry to life. Both spots convey Liberty Mutual's belief that insurance should be a comfort and not another concern.