Superlaw Claims appoints Windsorborn; unveils new AI-driven campaign ‘Better Starts Now’

Independent growth studio Windsorborn has been appointed by Superlaw Claims, launching the partnership with a new brand platform.

Superlaw Claims helps Australians navigate claims for Total and Permanent Disability (TPD), income protection, terminal illness and death benefits, cover many may not realise they hold through their super.

The campaign is built on a simple insight: when injury or poor health puts life on hold, people need a clear way forward. Rather than dwell on hardship, the work encourages them to understand their options and find out whether they may be eligible to claim.

Says Dan Wheeldon, Creative Director at Windsorborn: “There’s a real awareness gap in this category. The idea needed to earn attention, make a complex process feel approachable and give people a reason to find out more.”

The campaign’s visual world was created with creative AI studio MC&V through a human-led hybrid production process. Real actors and voice performances were filmed, with generative AI used in post-production to build and extend the environments around them.

Adds Wheeldon: “People are quick to reject AI content that pretends to be real. We used real actors and voice performances, then generative tools to create a more imaginative world around them. That gave the campaign scale and distinction without losing its human connection.”

Says Rod Hodgson, Managing Partner at Superlaw Claims: “Windsorborn is our partner in differentiation. In a category where sameness is prevalent, Superlaw Claims stands apart through our knowledge, skills, experience, lateral thinking, empathy and determination to make a positive difference. ‘Better Starts Now’ captures what we want people to feel when they discover there could be a life-changing option available.”

Windsorborn will work with Superlaw Claims across brand strategy, creative and campaign development.

The campaign rolls out across OOH, DOOH, BVOD, social and search.

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