Reflecting their commitment to creating effective ads for the new media landscape, Committee LA, the creative production house led by Directors Frank Samuel, Jeff Reed and Executive Producer Lauren Bayer, teamed with insurance giant The Hartford to promote the companies sponsorship of the 2018 Paralympic Winter Games, which will take place March 9-18 2018 PyeongChang, South Korea. The new ad, entitled simply ”I Will,” began airing nationally this month on broadcast television and online. 

According to Committee LA Executive Producer/Co-Founder Lauren Bayer, the in-house creative team at The Hartford, which mostly focuses on their online content, wanted to create something powerful and engaging that was on par creatively with the company’s TV work. 

“This was an important project for the Hartford’s in-house creative team, and the agency producer Jake Kahn knew the spot had to be great,” Bayer says. “It started out as a great concept and he was looking for a company that could do it justice. Knowing Committee LA, he felt comfortable that we not only had the directorial expertise but our production management was top of the line. He also wanted a company who could work with them as part of a team. We are very collaborative and were able to essentially create one cohesive unit that included agency, production and post. Not only were we able to bring them a great director, but we also used our relationships in post production to bring on a very talented editor and finishing team.”