Nexus Studios and Emmy-nominated director Fx Goby bring a tactile, cinematic flair to Lemonade’s latest campaign, blending live-action, stop-motion, 2D and 3D animation to reimagine what insurance can feel like in today’s digital world.
Lemonade is replacing outdated, paper-heavy experience that’s long defined insurance, and building something that is actually intuitive, instant and built for the digital world. If we use our phones to order food in a second, book a workout with a tap, or find a date with a swipe, we’re asking the question—“It’s about time insurance does that!”
The campaign embraces innovation without losing a human touch, using handmade aesthetics to make a fully digital experience feel warm, intuitive and inviting. Fx directed these visually rich films to feel cohesive yet individually distinct. The films take you from an epic journey embarked on by a stop-motion woollen jumper, to a search in a 3D world for that one perfect track.
“Both through my creative work and by serving on award juries, I’m fortunate to be exposed to some incredible work. These experiences speak to what I loved about this campaign — we set out to create something different than anything on the market. And I think we succeeded. These films celebrate the beauty of instantaneity, how tech can shrink time, while keeping things deeply human. We brought warmth, texture, and craft to powerful algorithms.” – Fx Goby, Director, Nexus Studios
“This is our largest brand campaign, and it’s a reflection of how we think differently. We’re focused on building a tech-driven experience that meets people where they are today—instant, intuitive, and powered by AI. Our campaign brings that to life, showing that insurance can be reimagined for a digital-first generation, and setting a new benchmark for what customers should expect from their insurance company.” – Liron Smadja, Head of Brand, Lemonade.