Kinfold · Insurance
Concept 04 / 06
The moment after, not the disaster
Brand film, opening shot
A family-cover campaign that sells what insurance protects instead of what it fears.
Concept project. The brand is fictional and this is not client work. Made with the same pipeline we use for clients.
- Brand
- Kinfold (fictional)
- Sector
- Insurance
- Formats
- 16:9 · 9:16 · 1:1
- Work
- Concept, not client work
The brief
“An insurer's ads rely on accidents and fear. Its research says families want to feel prepared, not frightened.”
A fictional brief, written the way real ones arrive.
Approach
- 01Ordinary evenings, balconies and porches: the life the cover protects
- 02Key exclusions written into the voice-over and supers, not hidden in a flash frame
- 03The insurer's approval step built into the schedule from week one
Deliverables
30s brand filmPolicy explainersRegional-language versionsStill set
Every format · composed, not cropped
The same idea, made for each frame.
Stills · 3
Rules we designed for
Exclusions are part of the story.
We write key exclusions and conditions into the script instead of hiding them, and build the insurer's approval step into the schedule so it never becomes the last-minute blocker.
Insurance, in depth- IRDAI regulations (India)
- Ads must be fair and true and disclose risks, exclusions and conditions; since April 2024 the rules sit in the PPHI Regulations.
- Intermediary ads (India)
- Intermediaries advertise an insurer's product only with the insurer's prior written approval.
- Exclusions on screen
- Key exclusions and conditions stay legible, not buried in a flash of small print.
- EU AI Act, Article 50
- From August 2026, synthetic scenes that could pass as real carry a clear disclosure for EU viewers.
We design to these rules and flag what we see. Legal review and sign-off stay with your compliance team and counsel.
