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4 October 2019

Care to share?

by Andrew MacGregor


AXA: “Sharing Makes Us Stronger” - 60s

Poet and spoken word artist Aiysha Humphreys vocalises the burden of mental illness in this striking AXA commercial. Artfully shot by Brazilian directors Jones+Tino, the ad continues the insurer's introspective streak with a smattering of eye-catching moments for good measure.

From levitating footballers to someone trapped in a hall of mirrors, the piece weaves together aesthetics that channel isolation and uncertainty. Even if a close-up on a cracked phone screen feels on the nose, there's enough nuance throughout to compensate.

It's all bound together by Humphreys' empathetic delivery, which breaks through the fog and reminds patients that they are not alone. This is where the advertised insurer comes in, as they convincingly switch focus from physical to mental health.


CCO: Chaka Sobhani ♀
Film Production: Stink Ⓟ Ⓦ
Director: Jones+Tino Ⓟ Ⓦ
Editor: Leo King Ⓦ @ Stitch Ⓟ Ⓦ
Post Production: Electric Theatre Collective Ⓟ Ⓦ
VFX: Electric Theatre Collective Ⓟ Ⓦ
Colourist: Luke Morrison
Sound Designer: Munzie Thind Ⓦ @ Grand Central Ⓟ Ⓦ
Voiceover: Aiysha Humphreys

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