Seriously outgunned by competitors like Geico, Allstate and Progressive, insurance company, Liberty Mutual needed to transcend its dependence on traditional media. The Responsibility Project was a multi-channel campaign consisting primarily of a dedicated microsite, various entertainment initiatives with cable and network collaborations and a series of short films that explored the theme of what it means to do the right thing. Besides conceiving the project, I was executive producer on the films, all shot with A-list feature film directors. I also did the story and co-wrote the screenplay for Father's Day which won a Silver Lion at Cannes in 2010.
