Opportunity

Second Nature needed an explainer for their award-winning Resident Benefits Package (RBP), but they didn’t want the same old formula: a cheesy voice-over on top of stale stock footage. They wanted something fresh, funny, and memorable—something their audience would actually enjoy watching.

Solution

I collaborated with the Second Nature creative team to develop a concept set in the Middle Ages. We leaned into the absurd: a castle backdrop, wizards, knights, silly paintings, exploding towers, and plenty of Dark Ages humor. My role spanned writing and directing, ensuring the comedy carried the message without losing sight of the RBP’s value propositions. The result was a playful, story-driven explainer that cut through the noise and made policy benefits feel like an adventure.

Results

The project not only delighted the client, Second Nature’s Executive Creative Director, David Shih, said “a great job on everything… we are super happy on our end," but it also earned recognition in the industry:

Bronze American Advertising Award — Internet Commercial

Bronze American Advertising Award — Copywriting

It's proof that even the most practical products can be explained in ways that surprise, entertain, and stick with audiences.