Insurance Corporation of British Columbia: Make it Home Planner

Adam Reid directed a campaign for British Columbia's public auto insurer, the Insurance Corporation of British Columbia (ICBC), with PSDDB and Creative Director Katie Ainsworth. The result is a fun new spot featuring Emily, a self-described 'Make it Home Planner' who helps people plan ahead for a safe ride home when heading out for the evening. Her "make it home plans" take it to the next level and include helping her client find a ‘signature scent’ for his bus ride home, and determining 'the menu' for another client before his taxi ride home. Adam directed again (and edited) working with an original script created by Katie and her partner Associated Creative Director Elizabeth Whalen. The team enlisted frequent collaborators production designer Athea Boyes and director of photography Devin Karrington.