ROCK Mutual Insurance
The brief
ROCK Mutual Insurance is a new company from the Swan Group, built on more than thirty years of mutual insurance experience through its sister company CML. Spearhead led the brand strategy and identity. Fine Line was brought in to execute all the video and photography for the launch, which meant a brand nobody had heard of yet needed to arrive already sounding like it had been around.
Production approach
Insurance advertising has a house style, and we went the other way. All four launch TVCs trade polished advertising for a documentary, found-footage feel, and the brand stays in the background throughout, at a ROCK counter or on a phone screen rather than in the middle of the frame.
Each film takes one line of business and fills it with specific people. Expat follows a domestic worker reassuring her daughter on a video call, a professional signing on at a new job, and a delivery driver waiting anxiously in an emergency room until he is told everything is covered. Motor moves through a young man checking a used car with a mechanic friend, a teenager getting her first hatchback, a couple testing an SUV for a growing family. Property runs from newlyweds settling into a Mar Mikhael apartment to an older couple in their neighbourhood minimarket and two entrepreneurs opening an agency. Health sits with a student paying his own policy out of a part-time job and a daughter reassuring her mother in a hospital.
One line ties all four together: every story deserves protection. Because the films are built from small specific moments rather than claims about the product, the line arrives as a summary of what you have just watched.
Outcome
Fine Line executed all video and photography for the launch: the corporate and product shoot, the four TVCs, an internal campaign of employee stories, and a closing address from the founder. The internal work matters more than it sounds. A company launching on people-centric, transparent values has to convince its own staff first, and that material went out ahead of the public launch.
It is the clearest example in our commercial work of what a full-service video production company in Beirut can take on when one team handles the execution, the shoot, the photography and the delivery together.
Client: ROCK Mutual Insurance, Swan Group · Brand strategy and identity: Spearhead · Production: Fine Line Production · Lebanon, 2026
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