Insurance is rarely considered an exciting subject – but it becomes crucial when a business’s survival is on the line. Caspian Business Protection needed an animated explainer video that would demystify Key Person Insurance, a critical yet often misunderstood type of business cover. Their goal was to engage business owners who might not realise how vulnerable their company is to the loss of a key employee. They wanted to turn a typically dry and jargon-heavy topic into something clear, concise, and most importantly – watchable. The challenge was to make that complexity not just digestible, but compelling. I developed the hook: "Are you a Key Person?" – a question designed to create instant relevance and curiosity. This led into a well-paced, visually engaging explainer packed with statistics, real-world rationale, and dynamic illustrations designed to generate leads and prompt action.