Polyester Gets Personal with Mass Mutual
Insurance is about protecting those you love. We spend a great deal of our lives providing for those we care about and the idea of leaving them with nothing is unbearable for many. Life Insurance acts as a protection for the people we leave behind, along with other financial apparatus to provide for any other contingency. These are constructs created for financial security, but at heart are about the relationships and feelings for those whose futures they secure. For their latest campaign, Massachusetts Mutual Life Insurance Company, decided to get at the heart of these issues to communicate all the different products and services they provide. The issues are serious, and deserve the respect of time and focus, getting at the heart of actual experiences. They created a campaign, in conjunction with Mullen, called “In Their Words.” Using audio culled from years of in-person interviews with actual Mass Mutual customers, Brian Rea created illustrations around these stories that Polyester Studio animated into narratives.
To make sure the spots hit the right tone, Polyester had to balance between aesthetic and story telling. Since they were developing animated pieces with audio captured from real life, the calibration had to be right on. “The agency, Mullen, wanted to make sure the animation was pretty restrained and subtle and not over the top,” explains Jeremy Dimmock, Polyester co-founder. Bringing to life the illustrations of Brian Rea meant fusing styles into pieces that communicated these powerful ideas. “They’re all really emotional and some pretty heavy subjects, but I think they’re all handled really well, really deftly, and they all tell a really nice story,” says Bob Zagorskis, the other co-founder of Polyester.
Polyester typically uses their talents on spots that are shorter in length and quicker in pacing. The Mass Mutual pieces, because of their emotionality, needed more room to breathe, so they constructed much longer narratives. “Doing commercials, and stuff like that, you don’t get a chance to work on pieces like this that are longer and more film-like,” says Bob. “I think that was most interesting, actually telling stories over an extended period of time.” Since the pieces are given the time to tell the whole story, we get involved in the teller’s life and experience. And we see how the products that Mass Mutual offers actually affects these peoples’ lives. By shirking traditional advertising, they actually tell the full and truest story, relying only on honesty and plain telling.