PARIS, FRANCE – AXA XL, part of the AXA Group that provides insurance and risk management products and services for mid-sized companies through to large multinationals, and reinsurance solutions to insurance companies globally, is launching a new campaign: “Facing into risk for a future to be imagined”.
In an increasingly connected and unpredictable world, businesses that are innovating and driving progress must navigate many complex risks. In line with the brand’s global strategy, AXA XL partners with clients to understand and protect against the risks of today and of tomorrow.
This bold campaign aims to increase brand awareness, emphasizing the brand’s culture, vision and expertise. Featuring a retro-futuristic art direction, the initiative sets the insurer apart in a competitive landscape, emphasizing AXA XL’s forward-thinking culture.
This campaign is orchestrated in two stages.
Starting in mid-January 2025, it launched with a first visual highlighting AXA XL’s support to businesses carrying the message “At AXA XL we’re not just keeping up, we’re constantly pushing the boundaries to protect your business and power your innovations.”. This communication was rolled out in print, digital display & videos and audio messages.
From March 2025, the campaign has focused on AXA XL’s innovative solutions in two key topics: cyber insurance and energy transition insurance through print, digital display & videos and audio messages. Two films reinforce the message, to be broadcasted from June to September, in which AXA XL showcases its expertise in cyber and energy transition insurance. In these films featuring a polished, cinematic aesthetic and a light-hearted tone, director Bart Timmer takes us on a journey through an augmented reality gaming session, space and even to the open space of the future, to witness the feats of tomorrow’s ordinary heroes as they battle AI hacking or repair space solar farms’ glitches. These films are broadcast on digital channels, DOOH, and are accompanied by audio messages.
By combining real-life shoots with AI-generated and 3D imagery, this innovative production aligns with the futuristic approach of the campaign, merging traditional techniques with cutting-edge technology.
This campaign will be live across 13 markets (US, Canada, France, Spain, Germany, Australia, Singapore, Hong-Kong, Denmark, Finland, Iceland, Norway and Sweden*). *Markets where the films are not featured
CREDITS
AXA Group
• Ulrike Decoene, Group Head of Communication, Brand & Corporate Responsibility
• Virginie Berçot, Global Brand Director
• Marta Grech, Global Brand Partner
• Philippe Gauchet, Media partnership and B2B Manager
• Jêrôme Amouyal, Media, Performance & Insights Director
AXA XL
• Sinead Finlay, Head of Global Communications & Brand
• Nicola Hussey, Senior Communication Specialist
PUBLICIS CONSEIL
• Marco Venturelli, CEO/CCO
• Gabriel Gherca, Executive Creative Director
• Romulus Petcan, Executive Creative Director
• Filip Gonzacenco, Art Director
• Justine Dupont, Copywriter
• Marie Wallet, Global Client Lead
• Anne Combe, International group account director
• Maude Gourrier, Account Director
• Marie Le Lanchon, Account executive
• Eva Chapiteau, Deputy head of Planning
• Cécile Cuzin, Process Manager
TV & DIGITAL POST-PRODUCTION
• Post-Production house TV: Prodigious
• Post producer: Alexia Besnarous & Sarah Schiffmann
• Editor Dircut: Andrej Gontcharov.
• Editor Film: Yves Beloniak
• Grading artist Film: Mathieu Caplanne
• Flame artist: Philippe Szabo, Nicolas Vogel
• After effect graphist: Pierre Manry et Yann Bassani
• 3D Supervisor: Mathieu Gerard, Matthieu Dubail, Astrid Maynadie
TV & DIGITAL PRODUCTION
• Production: Armelle Sudron, Prodigious
• Production House: CZAR
• Director: Bart Timmer
• DOP: Martijn Melis
• Executive Producer: Christian Brox
• Line Producer: Vincent Tager
• Production Coordinator: Valentina Kaminker
SOUND AND MUSIC
1/ CYBER
• Sound & Music Production: Les Editions du Tigre
• Track: “Space” & “Cowboy”
• Autor: Quentin Sirjacq
• Cover performed by XX
• Creative director Sound Publicis France: XX
• Sound producer: Carsten Krueger
2/ ENERGY TRANSITION
• Sound & Music Production: SUPERAMA Records (1st part of the film)
• Track: “No Way” (1st part) & “Claire de Lune” (Debussy arrangement) (2nd part)
• Autor: Julien Glabs (1st part), Quentin Sirjacq (2nd part)
• Cover performed by XX
• Creative director Sound Publicis France: XX
• Sound producer: Carsten Krueger
