HBF is the largest health insurance provider in Western Australia. Myself and Mungo (SELF) were approached by ZAC Creative to collaborate on a series of retail ads, whose primary function is to deliver dry, factual information on dollars, cents, and benefits in the most engaging way possible, leading up to the standard ‘call to action’. Our strategy was to use a character to take the viewers through the visual journey, from one benefit to the next. For the first spot in this series, HBF Essentials, we introduced ‘Harry’. He is charming, curious, yet laidback, and loveable. Keep scrolling for some full credit list and behind-the-scenes work, including some ideas for a paper-diorama HBF world, that never got made…
