When insurance brands claim they’re pushing boundaries, it usually translates to a slick tone of voice and an emotional stinger at the end. But with “Facing Into Risk for a Future to Be Imagined,” AXA XL and Publicis Conseil have genuinely leaned into aesthetic daring—melding retro-futurism, bold visuals, and hybrid film techniques. Yet beneath that gorgeous veneer lies a campaign that flirts more with sci-fi than with measurable insurance insight.
Created by Publicis Conseil (Cannes Lions Agency of the Year 2024), the work is directed by Bart Timmer (Manor Christmas advert 2022). Focused on cyber and energy-transition insurance with two polished short films that take viewers into VR hacker battles and space-based solar farm fix-ups
“Facing Into Risk” raises the bar for insurance marketing. It’s bold, beautifully executed, and positions AXA XL as a thought leader in risk management. But without follow-through, it may end up as a case study in mid-budget brand theater. The real test will be whether the cinematic flair converts into client wins: new cyber clients signed? Energy-transition contracts secured? Stronger broker relationships? Until then, we have spectacle—not substance.
Credits
Brand: AXA Group
Group Head of Communication, Brand & Corporate Responsibility: Ulrike Decoene
Global Brand Director: Virginie Berçot
Global Brand Partner: Marta Grech
Media Partnership and B2B Manager: Philippe Gauchet
Media, Performance & Insights Director: Jérôme Amouyal
AXA XL
Head of Global Communications & Brand: Sinead Finlay
Senior Communication Specialist: Nicola Hussey
Advertising Agency: Publicis Conseil
CEO / CCO: Marco Venturelli
Executive Creative Director: Gabriel Gherca
Executive Creative Director: Romulus Petcan
Art Director: Filip Gonzacenco
Copywriter: Justine Dupont
Global Client Lead: Marie Wallet
International Group Account Director: Anne Combe
Account Director: Maude Gourrier
Account Executive: Marie Le Lanchon
Deputy Head of Planning: Eva Chapiteau
Process Manager: Cécile Cuzin
TV & Digital Production
Production: Armelle Sudron, Prodigious
Production House: CZAR
Director: Bart Timmer
Director of Photography: Martijn Melis
Executive Producer: Christian Brox
Line Producer: Vincent Tager
Production Coordinator: Valentina Kaminker
TV & Digital Post-Production
Post-Production House TV: Prodigious
Post Producer: Alexia Besnarous, Sarah Schiffmann
Editor (Director’s Cut): Andrej Gontcharov
Editor (Film): Yves Beloniak
Grading Artist (Film): Mathieu Caplanne
Flame Artist: Philippe Szabo, Nicolas Vogel
After Effects Graphist: Pierre Manry, Yann Bassani
3D Supervisor: Mathieu Gerard, Matthieu Dubail, Astrid Maynadie
