LIBERTY MUTUAL / COPPER GIANTS

Scaling Creative Excellence from Within

As a Co-Founder and Head of Creative at Copper Giants, I helped lead a brand transformation for one of the country's largest insurers. We didn't just build an internal team; we architected a five-year strategic vision that aligned creative output with aggressive business goals. My focus was on three pillars: mentoring a high-performance studio, managing a complex ecosystem of external partners, and proving that an in-house model could deliver both $3.5M in annual savings and industry-defining work.

Building Copper Giants

  • The Strategic Vision: Insourcing Excellence: As a co-founder, I helped architect Copper Giants—an award-winning in-house creative collective designed to disrupt the traditional agency model. Our goal was to move beyond the limitations of external vendors by building a dedicated team that possessed deep brand institutional knowledge and the agility of a startup.

  • The Impact: Efficiency at Scale: By reimagining how a Fortune 100 organization resources its creative, we successfully insourced 80% of client-facing work. This structural shift didn't just elevate the craft; it delivered $3.5M in annual savings while fostering a culture of radical collaboration and psychological safety.

Unifying the Brand

  • The Strategic Challenge: Solving Fragmentation: Liberty Mutual’s brand experience was historically fragmented, diluting its impact in a hyper-competitive category. To fix this, I helped lead a cross-functional initiative to move beyond the logo and build a cohesive ecosystem.

  • The Solution: A Self-Service Brand Engine: My team helped develop a unified visual identity and a distinctive voice designed to scale across the entire consumer journey. By creating a library of self-serve assets—from custom photography to modular social templates—we empowered the organization to act as their own brand stewards while maintaining relentless consistency.

Expanding Reach & Acquisition

  • The Strategy: Beyond Organic: Creative excellence only works if it finds the right audience. I oversaw a paid social strategy designed to amplify our brand narrative beyond organic reach, turning high-level awareness into a direct acquisition engine.

  • The Execution: High-Intent Targeting: By layering targeted, performance-driven creative over our brand storytelling, we were able to connect with high-intent audiences at scale. This wasn’t just about "expanding reach"—it was about building a reliable pipeline for new customer acquisition through data-informed social spend.

Bringing LiMu and Doug to Life

We didn't just inherit characters; we defined their presence. My team was responsible for giving a definitive voice to LiMu Emu and Doug for the first time, transforming them from visual mascots into the narrative heart of the brand.

The Emu Egg Stunt

To drive organic conversation before World Egg Day, we partnered with the creators of Punk’d for a hidden-camera experiment. We secretly stocked grocery aisles with oversized emu eggs to capture real-world reactions—proving that even in the most mundane environments, the brand could command attention and spark a cultural moment.

YouTube & Movie Trailers

  • Dynamic Storytelling at Scale: I oversaw a partnership with YouTube to push the boundaries of personalized pre-roll. By deploying dynamic video content tailored to specific viewer behaviors, we saw a 9.7% increase in ad recall and a 2.3% boost in consideration over standard benchmarks.

  • Tailored Cinema Experiences: To mirror the customization of our insurance policies, we produced genre-bending movie trailers that used identical dialogue and sets but were edited to feel like entirely different films. Displayed on over 10,000 screens, these generated 28.4 million impressions and a massive lift in brand salience.

The Karaoke Jingle

Data showed us that the Liberty Mutual jingle was our most potent sonic asset. We leveraged this by creating a series of 6-second "Karaoke" ads. This short-form, high-disruption format turned a traditional jingle into a digital-first earworm that was impossible to ignore.

The SMS Campaign

To prove that creative can drive operational shifts, we launched a campaign promoting SMS usage in the claims process. The results were immediate and staggering: views surpassed our predicted success rate by 998% in the first two weeks, significantly reducing friction in the customer experience.

Driving Growth through In-House Innovation

This wasn't just about award-winning work; it was about measurable business transformation. Under this in-house model, Liberty Mutual’s unaided brand awareness grew from 17% to 30%. We proved that a well-structured internal collective isn't just a cost-saving measure—it’s a growth engine.