Emotion-packed AA Life work from Quantum Jump & Reload

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AUCKLAND, Today: Kingsland-based indie Quantum Jump has created a new awareness campaign for AA Life Insurance, fronted by a customer determined to let others know the difference having the cover has made for her and her family.

In March 2022, Muri Paekau-Richards approached AA Life Insurance after receiving a terminal illness benefit and early life insurance pay out, as her doctor had diagnosed her as having less than 12 months to live.

She wanted all New Zealanders to know how important that was, sharing more in an immensely moving video. 

“It is not even my story,” she said. “It is the raising of awareness around what’s available to Māori, to women, to New Zealanders, in terms of preparation

“I feel like through what I’ve experienced, this is what I have discovered, and people should know about this – if you don’t have insurance, your options are undeniably limited.”

“Working closely with Ben Goodale, Wayne Pick and Reload we were able produce an emotionally charged video that portrays Muri’s story with sensitivity and grace.”

AA Life Insurance comms manager Caroline Swallow said: “We engaged Quantum Jump and production company ReloadPictures to convey Muri’s advocacy in an authentic way.

“We had a clear strategy to create something that was visually beautiful but also honest.

“Working closely with ceo Ben Goodale and CD Wayne Pick from Quantum Jump and director Vicki Leopold from ReloadPictures we were able to creatively align, producing an emotionally-charged video that portrays Muri’s story with sensitivity and grace.

“Over the course of interviews, phone conversations and personal meetings, Vicki was able to build a rapport and personal relationship with Muri, enabling intimate access into her world as she faced this incredibly challenging time.

“It is this relationship that allowed us to capture the intimacy of the video. Coupling this with the creative eye of Wayne from Quantum Jump who was able to seamlessly blend Muri’s message into the sequence of the video.”

Ben Goodale said: “It was a privilege for us to work on this project. Muri’s dignity, determination and mana truly touched us all.

“Our abiding hope is that Muri’s story connects with others and makes a difference.”

Muri Paekau-Richards passed away in June, surrounded by her whānau.


Client: AA New Zealand
Content & Communications Manager: Caroline Swallow
Creative Agency: Quantum Jump
CEO: Ben Goodale
Creative Director: Wayne Pick
Senior Account Manager: Zoe MacDonald-Mair
Production Company: ReloadPictures
Director: Vicki Leopold
Photographer: Vicki Leopold
Producer: Sophie Bloomfield
DOP: Stephen Langdon
Offline Editor: Jarrod Wright
Colour Grade & Online: The Rig
Sound: Radiate Studios

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