AIG Insurance wanted to make a bold corporate statement. So, we developed a provocative brand story by recognizing a simple human truth: Nothing great happens if you don’t take a risk. Based on this idea I created a TV and print campaign that won numerous awards and garnered AIG management many letters from individuals thanking them for their inspirational message. Juxtaposing images with opposing conceptual audio made for disruptive content. The award-winning work proved to be both emotional and memorable. After telling remarkable stories of monumental risk, we told ones of everyday risk, to extend the concept.