My role: Copywriter. Created concepts, wrote manifesto, script, and copy.


Many insurance campaigns scare customers with the fear of things going wrong. Sonnet Insurance wanted to reach Millennials in a different way: optimism.

Our big idea was to celebrate Millennials’ unheralded love for their stuff. Instead of pretending that objects aren’t important, we dreamt up a “Micro Insurance” app that helps them celebrate the stuff they love.

We called our campaign “STUFF.” It won a One Show Merit award for best video work.