Deathwishes

DeadHappy sell life insurance with a twist. Of course they offer affordable prices, a no-hassle application process and a 10 year guarantee. But it’s their deathwishes where things get interesting. With deathwishes, you get to choose what you want to happen after you’re gone. Would you pay off your funeral or give a friend a cash payout? Would you leave a charity legacy or send someone you love on holiday?

England Rugby Player Will Greenwood had been signed up as an ambassador and had made a video of his deathwishes, including a terrifying ski jump for one of his friends and the gift of free parking for everyone at Maidenhead Rugby Club. We needed to take that video and elevate it through animating Will’s deathwishes.

We intercut Will’s straight-to-camera telling of his deathwishes with animated reenactments of each one. So, suddenly, there’s his friend terrified at the top of the ski jump. Then there’s a parking attendant being kicked through the uprights at Maidenhead RC for dishing out too many parking fines.

DeadHappy’s mission is to disrupt the life insurance industry, so we used that spirit as our starting point. We pushed the humour as far as we could, cramming in as many gags as humanly possible, and married this with a bold and colourful visual approach which dialled up the absurdity. We also worked hard at the animation’s sound design, making sure that we never missed a trick to add in an extra laugh.

This video formed the start of a partnership with the client that saw us create a series of animations that illustrated how frustrating using a traditional life insurance provider feels in comparison with DeadHappy.