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Lemonade – Hold

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Created by New York agency Gus and helmed by HOBBY director Beatrice Pegard, this hilarious campaign promotes Lemonade Insurance’s streamlined AI-powered service by creating fantasy worlds of insurance claim hell. 

The production utilised a mix of AI tech and in-camera effects to create three absurd worlds of customer service pain. 

In Hold, a woman is trapped by telephone line tangle in a flooded basement. Note such droll details as the disgruntled puss-in-welly-boots. The crew poured gallons of water into a custom-built set that took over six hours to fill. 

Lemonade – Stuck

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In Stuck, the hero feels like he’s wading through wet cement to file a claim. HOBBY kept it real with real cement for the actor to struggle through. His car was sourced from a local wreck joint before Pegard, crew and agency took turns with sledgehammers to batter the car out of shape.

Lemonade – Jargon

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Finally, in Jargon, the team used ChatGPT, Midjourney and Stable Diffusion to generate the reams of paperwork that boggle the customer - creating a dizzying mix of archaic ruins, Newtonian formulas and Chinese takeaway menus. For one nightmarish page, the Chat GPT prompt was “an insurance contract with a firm managed by the elder gods of the HP Lovecraft universe”.

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