The assignment: explain Hagerty’s complicated Guaranteed Value policy and show how much money you could lose with the wrong insurance—with a very short video.

Our solution: Cut a car in half. To help visualize the concept, we ordered some toy cars and went to work with a sledgehammer and a circular saw.

The ad was a big success, and what started as a one-off video turned into an ongoing campaign with programatic, broadcast and social ads, emails, landing pages and more. These ads were created entirely in-house by the team I was leading as creative director, and are a good example of the many hats I wore while in that role: I served as Creative Director, Scriptwriter, Producer, Video Director, and even ended up doing the voiceover when my temp VO track struck the right chord.