How do you get ordinary people to care about health insurance? Definitely not with the words “deductible”, “co-pay” or “out-of-pocket costs.” For Covered California, we made it about what’s really at stake.

Yep, that was all shot in one take. The campaign delivered a record year in enrollments. However, there was a small but fierce group of holdouts—mostly healthy young adults. So, we had to hit them with something a bit more ... immediate.