A Lloyd’s syndicate turned global specialty insurer, 25 years running.
Originally a syndicate of Lloyd’s of London, Ascot Group has enjoyed significant growth since its founding in 2001. Ascot approached us looking to celebrate the impressive 25-year track record in its rearview mirror, its bright future ahead, and the firm culture underpinning the two.
We set out to develop two videos, one celebrating the firm’s 25th anniversary, and the other celebrating the firm’s unique philosophy, approach, and set of values, named The Ascot Way.
Our work began with stakeholder interviews and brand analysis, both pointing to the same conclusion. Despite its growing team and expansion across geographies, colleagues at all levels and in all teams march under the banner of The Ascot Way: “Ascot’s greatest strength is its people, who thrive in a collaborative, inclusive, and entrepreneurial culture, built on underwriting excellence, integrity, and a passion to find a better way.”
The attributes it contains had been instrumental to Ascot’s success over the years, and our video would be a part of the efforts to ensure that they stayed just as present and influential through Ascot’s future expansions.
Of the initial concepts we presented, the team responded most to power in numbers, illustrated through weaving-inspired visuals and language: single threads come to create a fabric greater than the sum of its parts. Similarly, Ascot Group is stronger, more flexible, more durable because each member of its team comes together in alignment under The Ascot Way.
Our script hinges upon conversational interviews with Ascot’s team across regions and roles to “show, not tell” the firm’s collaborative spirit. Textile-inspired animations adapt the stripes from the logo into threads that move across the screen, carrying energy while nodding to the firm’s evolution and its appreciation of different viewpoints.
We treated the 25th Anniversary video as proof of what The Ascot Way accomplishes. Our script and visuals focus on what Ascot’s work has tangibly accomplished and what those accomplishments stand for: enabling businesses to pursue success in the face of uncertainty. Stock video of the industries Ascot serves grounds the claim, and footage of the teams brings the focus back on Ascot: Ascot’s history is an ongoing story of growth.
Both videos came out of a single production effort. We worked with Ascot’s team and outside partners to coordinate and execute shoots in London, New York, and Florida. Each video was delivered as a longform and as cutdowns for social.
The Ascot Way now introduces the firm to new hires and prospective talent, and carries the culture into offices Ascot has yet to open. The 25th Anniversary video gives clients, trade partners, and new markets an account of what the firm has built and where it’s going.
Ascot Group’s history is an ongoing story of growth.
