AXA XL, a division of the AXA Group dedicated to insuring mid-sized businesses and global multinationals, is launching a bold new brand campaign under the banner Facing into risk for a future to be imagined. In an era where complexity and connectivity define the business landscape, the insurer positions itself as a strategic partner for companies navigating both present and emerging risks.
Created by Publicis Conseil and directed by Bart Timmer, the campaign stands out with its retro-futuristic art direction and cinematic storytelling. It aims to elevate brand awareness while spotlighting AXA XL’s commitment to pushing boundaries in areas such as cyber insurance and energy transition coverage—two pillars of its innovation-driven strategy.
The campaign began in January 2025 with a powerful message: At AXA XL we’re not just keeping up, we’re constantly pushing the boundaries to protect your business and power your innovations. Delivered through print, digital displays, video, and audio formats, the first phase laid the foundation for AXA XL’s vision of proactive risk protection.
Starting in March 2025, the focus shifted to the brand’s specialized expertise in cyber and energy transition insurance. Two new films, scheduled to run through September, bring this message to life. Directed by Bart Timmer, these short narratives feature a dynamic blend of real-world footage, 3D visuals, and AI-generated imagery. Viewers are taken on immersive journeys through scenarios like AI hacking battles in augmented reality or maintenance missions on space-based solar farms—depicting the challenges future professionals might face.
The campaign's production approach reflects the brand’s forward-thinking philosophy, merging traditional filmmaking with emerging technologies to create a high-impact, modern visual identity. It is being deployed across 13 global markets, including the US, Canada, France, Germany, Spain, Australia, Singapore, Hong Kong, and the Nordic countries.
With Facing into risk, AXA XL doesn’t just sell insurance—it tells a story about resilience, innovation, and the evolving role of insurers in an uncertain world. By capturing the imagination and concerns of future-focused businesses, the campaign cements AXA XL’s place at the forefront of risk management for a generation of companies preparing to shape tomorrow.
