MICHAEL BERUBE← Back to Portfolio

Case Study / Social & Programmatic Video

Get Ready.
For Every Format.

A six-concept supplemental-health campaign for The Hartford, bringing everyday moments into 15-second stories for social and programmatic placements.

The series6 everyday-life concepts
The formats9:16 · 1:1 · 16:9
The output18 finished video versions

My role: Video editing, motion graphics, music selection, and format adaptation as part of The Hartford’s in-house creative team.

A Story.
In Fifteen Seconds.

New Apartment shows how an everyday milestone becomes a compact social story. Editing and on-screen graphics carry the viewer from moving-day preparations to a clear insurance message.

New Apartment campaign frame illustrating hook
01 / HookOpen with a recognizable “Get ready with me” moment: a first apartment.
New Apartment campaign frame illustrating build
02 / BuildLayer in a checklist that moves with the story.
New Apartment campaign frame illustrating reveal
03 / RevealConnect preparation to an insurance benefit.
New Apartment campaign frame illustrating resolve
04 / ResolveClose with a clear message and consistent brand identity.

One Concept.
Three Executions.

Choose a concept to compare its vertical, square, and widescreen versions. The programmatic cuts use a distinct opening and sequence, while the social versions lead with the “Get ready with me” hook.

Now showing: Getting Engaged

9:16 / Vertical

Social version · 15 seconds

1:1 / Square

Social version · 15 seconds

16:9 / Widescreen

Programmatic version · 15 seconds

Recompose the frame.

Subject framing, text placement, line breaks, and end-card layouts change with the canvas. Each version keeps the action and message readable within its own proportions.

Adapt the sequence.

The widescreen programmatic versions introduce the insurance category before moving into the everyday scenario. The square and vertical social cuts lead with the scenario itself, giving the campaign two distinct entry points.

The Production Story

Consistent System.
Flexible Execution.

The challenge

Carry a recognizable campaign idea across six situations and three aspect ratios, with only fifteen seconds to establish the scene, build the message, and deliver the brand.

My contribution

I edited the spots, built and adapted the on-screen motion graphics, and prepared versions for the different formats. The work combined pacing and visual timing with the practical details of reframing footage and adapting typography to each layout.

Music that fits the moment

I selected music for each scene to suit the subject matter and insurance message. Each track kept the tone lighthearted while supporting the situation on screen and the pacing of the edit.

The delivered series

Getting Engaged, New Apartment, New Job, Birthday Party, Hiking, and Pickleball each have a square, vertical, and widescreen execution. Together, they show how a shared creative system can support a full set of short-form campaign assets.

6Concepts
3Aspect ratios
18Video versions
Team credit
Produced as part of The Hartford’s in-house creative team. My contribution focused on video editing, motion graphics, music selection, and format adaptation.

Short-form craft.
Campaign-wide consistency.

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