Insurance companies are boring. But AXA actually does amazing stuff, like having a research fund that sponsors 500 projects, from 'better prosthetics' to 'how the price of bread can be an indicator of urban stability'. 

Repositioning the brand was easy: this is an insurance company that not only protects you when something bad happens, but they also try to make good things happen. Crazy. 

Here's the campaign launch film: 
 

The dancer's story was so interesting — and she's such a cool person, to be honest — that we also decided to create a mini-documentary about her life. 
 

What I learned working on this project:

• We had a cool idea and a good script, but we were oh so lucky to run into the amazing talent of our dancer. I'll never forget seeing her dance for the first time. 

• I had the opportunity to conduct the interviews and direct the editing of the mini-documentary. Maybe I can get a co-director credit? Anyway, it was fun and I'm proud of the result.