Amica's countdown to comeback
The insurance company continues its partnership with basketball superstar Jayson Tatum in a road to recovery film from Mother and director Ray Smiling.
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Credits
View on- Agency Mother/New York
- Production Company d7
- Director Ray Smiling
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Credits
View on- Agency Mother/New York
- Production Company d7
- Director Ray Smiling
- Editing Cartel
- VFX Chroma VFX
- Mix Heard City
- Music King Lear Music & Sound
- Creative Director Patrick Horton
- Group Strategy Director Evan Giordano
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Mother/New York
- Production Company d7
- Director Ray Smiling
- Editing Cartel
- VFX Chroma VFX
- Mix Heard City
- Music King Lear Music & Sound
- Creative Director Patrick Horton
- Group Strategy Director Evan Giordano
Apart from New Years and advent calendars, countdowns tend to be stressful, anxiety-inducing things: shot clocks, bomb defusal timers, the Channel 4 teatime quiz...
Taking the convention and smartly turning it on its head, Mother's new Back To Zero film for Amica Insurance shows basketball superstar Jayson Tatum's journey back to the court and his Boston Celtics jersey number.
Directed by Ray Smiling through Division7, the film sets each digit in the descent to a different aspect of recovery, giving the narrative an opportunity to focus on both the patient and the support system needed to get him back on his feet.
“Since Jayson wears number zero, it naturally led us to the idea of telling his comeback story as a countdown in a beautiful way," explains Patrick Horton, creative director at Mother. "We worked closely with Amica, Jayson and his team to identify real numbers and rehab exercises from his recovery, so every beat of the story felt grounded in what he was actually experiencing.
“Each number brings us one step closer to the ultimate goal – getting back on the court, back in his #0 jersey, and back to zero in the way only his journey could define.”
“We saw a unique opportunity to use Jayson’s recovery as a metaphor for the protection Amica provides," adds group strategy director Evan Giordano. “By using a countdown mechanism, we’re doing more than just telling a story; we’re building anticipation for his eventual return to wholeness.
"It grounds the brand in a high-stakes cultural moment, while reinforcing Amica’s promise to help people get back on their feet after a setback.”
