Justin Case Social Video Campaign

When WAEPA (Worldwide Assurance for Employees of Public Agencies) came back to us, they weren’t just looking for another round of videos. They wanted to expand a character we’d built together the year prior — Justin Case.

The stakes were high. WAEPA’s marketing team had their eyes on a bigger prize: eventually turning Justin Case (and his counterpart, Quintessential) into the stars of their annual TV commercial. But first, they needed to prove to leadership that these characters could succeed in a lower-stakes environment — social media.

That meant two things:

• Volume & complexity: multiple scripts, different durations, and four aspect ratios tailored to every major platform.
• Precision: every line had to be delivered flawlessly, both for clarity and legal compliance, all within tight runtime limits.

In short, WAEPA needed a production partner who could balance creativity with surgical precision.

At Early Light Media, we thrive in the tension between creativity and constraint.

• Casting & Location: We knew talent and location would make or break this campaign, so we invested heavily there, choosing to scale back elsewhere. That decision paid off with authentic performances and versatile backdrops that gave the videos variety without overextending the budget.
• Creative Flexibility: On set, we did script rewrites in real time to tighten pacing and ensure each performance landed within the required duration.
• Production Efficiency: With only a single shoot day, we choreographed a packed schedule — capturing 8–10 one-and-a-half-minute videos in multiple aspect ratios, while still leaving space for spontaneous creative moments.
• Client Experience: Beyond the logistics, we focused on making the shoot itself enjoyable for WAEPA’s team. For them, production isn’t just about deliverables — it’s also a welcome break from the daily grind. By keeping the energy high and collaborative, the day became an event they looked forward to, not just another item on their to-do list.

The final deliverables included:

• 8–10 social videos (approx. 1:30 each)
• Multiple crops (16:9, 1:1, 4:5, 9:16) for every platform

The client loved what we made, and more importantly, they saw these videos as a stepping stone toward bigger opportunities.

The Justin Case character is now positioned to grow into a flagship brand asset. WAEPA’s leadership can point to a tested, audience-friendly campaign as proof of concept for future TV spots.

• • Strategic budget allocation – overinvesting in the two elements (talent + location) that mattered most.
  • Agility on set – rewriting scripts on the fly to serve both creative and compliance needs.
  • Production precision – fitting a massive number of deliverables into a single, tight shoot day.
  • Client-centric experience – turning production into a highlight for the client’s team, not a headache.

WAEPA is already considering making Justin Case the centerpiece of their annual TV campaign — and we’re excited at the prospect of bringing that to life.

For now, the social series is not only engaging current and former civilian federal employees about WAEPA’s life insurance offerings — it’s proving that great storytelling can thrive even within the constraints of legal compliance, tight budgets, and complex deliverables.

👉 Want to see how Early Light Media can help your brand turn complex challenges into human-centered stories? Let’s talk.