American Family Insurance Newborn 2023

About

American Family Insurance explores concepts of domestic comfort and protection in its commercial spot, Newborn. The campaign features a juxtaposition of intimate family moments set against a surreal, open-air environment, anchored by a floating roof structure that serves as a visual metaphor for security. The production blends live-action performance with 3D render and CGI elements to create a cinematic atmosphere. Under the agency guidance of Elite Media, the project was brought to life by production partners The Corner Shop and FINCH, with extensive post-production and VFX work contributed by The Mill US. Sound and music direction for the spot were handled by Sonic Union and HENRYBOY.