"That's What I Signed Up For"

3 July 2026

90s

Signature, s'il vous plaît.

Banks and insurers the world over love a good montage… even better if it’s directed by Gary Freedman. One of the standout commercials of 2015 was HSBC's 'Lift', a 90" film that spanned decades and celebrated a man’s career peaks and troughs. When France's AG2R La Mondiale asked for its own 90" epic, Freedman signed up right away.

The protagonist also signs up, as it happens—for the ups and downs of self-employment, the responsibilities of parenthood, and whatever else lands on life's desk. As the years fly by, Freedman and production designer Goran Joksimovic keep pace, as does editor Adam Spivey (another trusted member of the 'Lift' team). Together, they help the ad go the distance and keep viewers invested.

This is in large part down to the way viewers are introduced to the main character—a gutsy reminder that we're all human at the end of the day. That he's able to react to tough times with a wry smile says a lot about the montage to follow... and the insurer he's placed so much faith in.

France

Insurance