FARMUSE and PURE Insurance Merge Elegance with Prevention in Aspirational New Campaign

Production company FARMUSE has launched a bold brand awareness campaign for PURE Insurance, highlighting the insurance company’s commitment to helping its members identify and prevent risks before they turn into claims. The campaign film, rooted in the existing ‘Join the Club’ platform, invites audiences into a polished and illuminated world that is aspirational yet grounded in reality. 

Eager to break away from the typical dramatic insurance themes that focus on calamity and broken objects, director Clark Morgan and creative partner Alexander Heil initially envisioned showcasing beautiful household items against a seamless backdrop - objects preserved by PURE's prevention expertise. This idea evolved into a visually captivating, people-centred narrative, where the seamless background gives way to reveal a stunning home and the life within it.

The production faced a range of considerations, including finding the perfect location that matched the ultra-high net worth aesthetic of PURE’s clients, and executing a seamless background effect without relying heavily on post-production. The property needed to feature a beautiful, traditional-style home in pristine condition, with a size and presence that would immediately convey wealth. After an extensive search across Los Angeles, Miami, and the Bay Area, the team ultimately discovered the ideal location in Northern California.

Achieving the seamless background effect without relying heavily on post-production was another challenge for the team and the DP, Otto Arsenault. The solution was a simple yet effective approach: manually pulling the backdrop out of the frame to reveal the real world behind it. This technique, combined with complex camera choreography involving a 180-degree rotation, long dolly shots, and whip pans, required precise coordination and teamwork. 

The latest campaign is a milestone in the evolving relationship between FARMUSE and PURE Insurance. Starting with online videos for a golf championship and expanding to more diverse projects like animated  long format content and photography, the collaboration has now reached new heights with this broadcast campaign, allowing both companies to tackle more ambitious and creative challenges together.

The campaign is set to roll out across multiple platforms, further solidifying PURE Insurance’s reputation as a leading provider for ultra-high net worth homeowners.

Clark Morgan comments, “This project shows the calibre of work FARMUSE is delivering right now. It was a complex shoot with exacting client standards. But I had total confidence we’d nail it, because FARMUSE always brings this blend of can-do energy, optimism, and kindness. That creates a loose, happy vibe on set that frees people to do their best work. We aimed to really elevate the work on this project and FARMUSE’ technical proficiency and positivity made that happen.”