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Reflection by Goodby Silverstein & Partners

Date: Feb 2019
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Liberty Mutual Insurance has released a humorous national advertising campaign in a bid to highlight how it can help protect people from overpaying for their insurance coverage.

Developed by Goodby Silverstein & Partners (GS&P), the adverts feature LiMu Emu and Doug, who aim to help deliver suitable insurance packages within the 30-second commercials by offering their expertise to the public.

The campaigns were directed by Craig Gillespie, who was behind the Oscar-nominated ‘I, Tonya’ and Lars and the Real Girl, while The Mill was taksed with using CGI to bring LiMu Emu to life.



Ad Agency: Goodby Silverstein & Partners

Client: Liberty Mutual Insurance

Title of Creative Work: LiMu Emu & Doug


Chief Marketing Officer: Emily Fink

VP, Brand and Integrated Marketing: Jenna Lebel

Director of Marketing and Communications: Lisa Paige

Program Manager, Broad Reach Marketing: Rachel Pannullo

Program Manager, Broad Reach Marketing: Jacqueline Cuccia


Chief Creative Officer: Margaret Johnson

Executive Creative Director: Danny Gonzalez

Executive Creative Director: David Suarez

Associate Creative Director: Caroline Cappelli

Associate Creative Director: Ryan Tovani

Associate Creative Director: Justin Ralph

Design Director: Ryan Self

Creative Director: Mike Landry

Motion Artist: Chad Ford


Director of Broadcast Production: Tod Puckett

Executive Broadcast Producer: Leila Gage

Assistant Broadcast Producer: Alexis Bley

Account Services

Managing Partner: Brian McPherson

Group Account Director: Chris Ferko

Account Director: Cassi Norman

Account Manager: Tom Yadron

Assistant Account Manager: Haley Grialou

Brand and Communication Strategy

Head of Brand Strategy: Bonnie Wan

Group Communication Strategy Director: Dong Kim

SR. Research & Analystics Strategist: Jessica Badrous

Group Brand Strategy Director: Katie Coane

SR. Brand Strategist: Marisa Perazzelli

JR. Brand Strategist: Shaza Elsheshtawy

Business Affairs

Director of Business Affairs: Judy Ybarra

Business Affairs Manager: Jaime Szefc

Business Affairs Coordinator: Brittany Longden

Production Company:

Company Name: MJZ

Director: Craig Gillespie

Director of Photography: Masanobu Takayanagi

Production Designer: Jamie Vickers

Executive Producer: Emma Wilcockson

Producer: Martha Davis

Editorial Company:

Company name: Spotwelders

Editor: Haines Hall

Assistant Editor: Luke Buckley

Senior Producer: Lisa English

Executive Producer: Carolina Padilla


Company name: The Mill

Colorist: Adam Scott

Sr. Color Producer: Liza Kerlin

Executive Producer, Color: Linda Jackson


Company name: The Mill

Director of Production: Enca Kaul

Senior VFX Producer: Hillary Thomas

Associate VFX Producer: Vanessa Yee

Shoot Supervisor: Tara DeMarco & Ed Boldero

Creative Director: John Leonti

2D Lead Artist: Tim Rudgard

3D Lead Artist: Ed Boldero

Design: Greg Rubner & Patrick Kipper


CCO: Andrew Sherman

EP: Annick Mayer

Producer: Stone Irr

Sound Design

Sound Design: Lime Sound Design

Sound Designer: Michael Anastasi

Audio Engineer: Joel Waters

Head of Production: Susie Boyajan

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