BREACHB!!NNY is not your typical insurance commercial. It explodes into a cyberpunk action ride – fast, bold, loud, and unapologetically colourful. Blending anime-inspired 2D, motion graphics, and multiple visual styles, it’s as weird, funny, and high-energy as the brand itself. Because that brand needs to reach a Gen Z audience. Insurance provider, BREACHB!!NNY launched on October 9, offering full digital and real world types of cover to a Gen-Z audience.
The hero commercial is set in The Breach – a neon-soaked metropolis that embodies the internet’s chaos, energy, and culture. The film dives into a world of towering skyscrapers, dopamine haze skies, and nomadic avatars. At its centre is the Breachbunny – narrator, trickster, and brand mascot, collecting every mishap, accident, and unfortunate event along the way.
From a gamer betrayed by his own PC to a cyclist caught in a dog-cat-traffic pile-up, chaos reigns supreme. Kitchen appliances revolt, Tuk-Tuk rides go off the rails, and even Twitch influencers aren’t safe. It’s absurd, hyper-charged, and all caused by one damned butterfly – thankfully, Breachb!!nny has it covered.
The film was produced and directed by Picnic Studio for agency, Adouken, with help from Partizan Studio. Antfood provided the blistering and eclectic soundtrack.
“Adouken had been working on the brand for a year and gave us a razor-sharp vision of the world and the tone. It’s a relentless snowballing of calamitous action, sound and colour. We storyboarded it in a kind of crazed funk while drinking coffee and listening to hard and fast music. Then executed it with a team of super talented artists and composers in a flurry of influences from everything we’ve been watching the last few years. It felt like an animated exorcism of pent up energy,” Picnic Studio commented.
“Breachbunny and Adouken wanted to build a world on the threshold of real and digital, not a literal internet city, but something spawned from cyberspace that never fully crossed into meatspace. Eleven types of cover, icons of bad luck – starting with a glitching butterfly, an avatar of chaos – had to feature in the story. With time as both canvas and enemy, we set off a katamari of character and action making use of wide angles where their stories could be fleshed out in the details. We experimented with mashing styles of background art, character design, mograph and illustration. Then assigned each to a key artist so a consistency would emerge in the noise. Antfood scored the chaos, reacting to each scene with breathless needle drops drawn from a collaborative reference playlist.”
Picnic Studio is a multidisciplinary studio founded by Mina Song and Liam O’Connor, two writers, producers and directors with a passion for blending East & West animation styles with character-driven storytelling. Recent work includes films for Meta, WeTransfer, LEGO, Beats and music videos for Daft Punk and J Hus. Picnic is repped by Partizan Studio in the UK and US.
Credits:
Client: Breachbunny
Managing Director: Maxine Adams
Marketing Director: Felix Schütz
Copywriter: Lukas Fröhlich
Product Manager: Jan Zschernig
Voiceover (De) Lukas Fröhlich
Agency: Adouken
Executive Creative Director: Nuno Gomez
Executive Design Director: Pedro Eloi
Studio: Picnic Studio
Creative Director: Liam O’Connor
Executive Producers: Mina Song, Angela Foster, Partizan Studio
Backgrounds: Igor piwowarczyk
Character Design: Luis Cuevas, Robert Faux
Design & Motion GFX: Eric Dias
Storyboards: Liam O’Connor
Animation: Peggy Tataru, Ian Chan, Kata Szilassy, Pierre-Jean LE Moel, Robert Faux, Eric Dias
Clean up & Colour: Angeline De Silva, Katerina Kremasioti
2D FX: Kensei Thomas
Voice Over (Eng): Esmonde Cole
Soundtrack: Antfood
Music Director: Lou Schmidt, Pedro Botsaris, Fernando Rojo & Thiago Lins
Executive Producers: Christiane Rachel & Renato Castro
Composers: Lou Schmidt, Fernando Rojo, Lucas Baldin, Luccas Maia, Luis Bergmann & Vinicius Nunes
Producers: Monique Munhoz & Pablo Mello
Sound Engineers: Bruno Broaska, Fabian Jorge & Pedro Macedo
