Allstate: Hurricane Florence

Thursday, September 13th. Just as Hurricane Florence made landfall on the Carolina coast, we were briefed by Allstate to create a film that would demonstrate the company’s compassion in the wake of this natural disaster.

I’ve never had a brief hit so close to home. Quite literally. My parents live in Charleston. I went to school at the University of South Carolina. My friends and family had no idea what level of destruction lay ahead and my chest tightened even thinking about it. But then I remembered a tree. Not just any tree. The Angel Oak. A jaw-dropping natural wonder on Johns Island, and the perfect symbol of resilience.

So we made and shipped a film about a tree. In four days flat.

KEY TAKEAWAY: It’s powerful when it’s personal. I may or may not have…..ummm…been cutting lots of onions….as this film came to life.

One Show 2019 - Film Writing Shortlist
One Show 2019 - Film Under 100k Budget Shortlist

The response was profound, especially from those in the Carolinas. Here’s just a few of the shares:

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This is an email we received from our client after sending them the edit:

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And here’s me with the tree, circa December 2015.

Agency Creative Credits 72LA:

Creative Directors: Jon Hall, Dave Carlson
Writer/Art Director: myself
GCD: Paul Nguyen
ECD: Matt Murphy