lynn seah

art director

WIRELESS UTOPIA
  • boost infinite x apple

LIBERTY BIBERTY
liberty mutual
IT’S TIME TO BE GREAT
  • rinse

MR. P
  • pringles superbowl LVIII

SPACE APPLEBEE’S
  • applebee’s

ARTICLE 25
  • google x hmct design (spec)

ARCHIVE
  • additional projects, design, activation work

CAMERA WORK
  • photography projects

DIARY
  • inspiration on my mind at the moment
  • could also be on your mind in a moment


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liberty biberty

liberty mutual








'Liberty Biberty' started out as a viral gibberish joke. And then, we found the phrase in merch. On fake Facebook profiles. As a cheer at WNBA games. On fan T-shirts. So, what else were we to do but turn it into an anthrompomorphic creature for the launch of Liberty Mutual's newest brand campaign? 




To actualise him and turn him into something loveable, ownable, and a little whacky, we worked with Jim Henson's Creature Shop to craft and build a puppet...and his stunt puppets – yes, that is a thing... and shot everything in-camera with a real pupeteer. From sketches, to fur samples, eye samples and everything in-between, Biberty was carefully assembled into his full tactile self.



We also launched Biberty on social, with content and some influencer partnerships... 



..and some shorter spots in case people couldn’t get enough of him.





Of course, he also appeared on media interviews, sports news, got made into a plushy, a cake... and more to come.





Agency: Bandits & FriendsLeads: Danny Gonzalez, David Suarez, Rob McQueen, Nick Bauman
Copywriter: Jared Brockbank
Producer: Carlos Valdivia

ProductionDirector: Harold Einstein
Pupeteer: Grant Baciocco
Puppet Production: John, Scott & Jack @ Jim Henson’s Creature Shop
DOP: Jay Feather
Editor: Dave Anderson @ Arcade
Colorist: Tim Masick @ CO3
Sound: Tom Jucarone @ Sound Lounge
VFX: Blacksmith
Social: Chad Turner @ Channel