Always in Your Corner

Director Sune Sorensen and Copacino Fujikado Agency (Seattle) bring us a uniquely tempered and subtle campaign about everyday trials. In one, we meet David who is going through a difficult time and struggling with his work-life balance. In another, we meet Casey and Laura, who just had a baby and are powering through with limited sleep and lack of energy. Both stories are told without big punchlines or dramatic climaxes and form part of a larger branding effort for the not-for-profit health insurance company. Seattle-based Copacino Fujikado joined forces with director Sune Sorensen in a collaboration that builds upon the brand’s already well-established market position.

Director Sune Sorensen was instantly drawn to the subtle approach: “The spots feel more like scenes out of a movie, which is refreshing amid the highly saturated and attention-grabbing approaches we’ve grown accustomed to”. It was an extraordinarily trusting and open-minded collaboration, he notes: “Vince and Andrew, as well as their team and not least the client, were all incredibly confiding and engaged in ensuring strong and uncompromising stories. So we approached the entire campaign more like a movie, from its casting to the art direction, lighting, and sound design. Sometimes, standing out is about not shouting the loudest”.

The production was shot in Vancouver, Canada, with a cast from Los Angeles; “There’s a bit of an art form to the performance and delivery of these kinds of stories and we were all committed to obtaining just the right balance, especially because we wanted to leave some of the backstories up to interpretation”.

The collaboration marks a first between the agency and Sune Sorensen - however, both are eager to repeat; “It’s wonderful when a brand, and agency, dare to tell stories with this level of integrity so I am absolutely looking forward to our future partnership, which I’m sure will only grow stronger”.

Sorensen directed the film with Cinematographer, Rasmus Heise (“The Outsider”, “Hand of God”, “Welcome to Derry”), whose collaboration previously resulted in multiple award winners.