New York, NY, June 16, 2008 — Human today announced it is the first music partner involved with Liberty Mutual’s branded-entertainment initiative, The Responsibility Project, to begin offering free downloads of soundtracks featured on the online community’s film shorts. Human, one of America’s pre-eminent original music composition and sound design agencies specializing in unique and compelling music for the international advertising industry, recently provided the original soundtrack for “Father’s Day,â€? an independently produced film short currently available on The Responsibility Project Web site www.ResponsibilityProject.com. Human worked in collaboration with RSA Films, which independently produced “Father’s Dayâ€? for Liberty Mutual.
“We frequently work with RSA Films, and having the opportunity to work on something as special as The Responsibility Project was very enticing,� said Marc Altshuler, managing director, Human. “Liberty Mutual is really trying to get people talking about personal responsibility. We believe that music is a very strong attribute that can certainly spark that conversation. We’re thrilled that music lovers also will have the opportunity to download our music and enjoy it wherever they go.�
The Responsibility Project is an interactive Web site from Liberty Mutual that delivers unique content tied to the central theme of personal responsibility. The site features independently produced short films that are creative interpretations focused on the decisions that confront people trying to “do the right thing.�
About “Father’s Day�
“Father’s Day,� is one of the latest independently produced film shorts from The Responsibility Project. The film follows the main character, Helen, on her journey to forgiveness and brings to life the relationship between fathers and daughters over two generations. Throughout the film, the main character must contend with an issue troubling her since childhood – dealing with a father who abandoned her family. This issue comes to light as she deals with a troubled relationship with her own daughter’s father.
“Father’s Day� was written and directed by Laurence Dunmore and produced by RSA Films. Dunmore is a well-established commercial and music video director who was nominated for a British Independent Film Award for his directing work on the 2005 feature film, “The Libertine,� starring Johnny Depp and John Malkovich.
About Human’s Role on “Father’s Day�
Regarding the music featured on his new film, Dunmore said, “Human’s Morgan Visconti is a genius. His music is sublime and emotional. He has made my film, ‘Father’s Day,’ better than I could have hoped, and he also managed to do something I thought impossible—better the track we already had. My sincere thanks to everyone at Human, but especially to Morgan, for all the hard work and brilliant rewards.�
Human composers Morgan Visconti and Sloan Alexander co-wrote the music for this project. Visconti said, “The musical score runs through much of this 12-minute film, and was rather sparse, comprised primarily of guitar, piano and swelling live strings for an emotional pull. I would describe the music as ‘Americana,’ with a pensive, ethereal quality.�
The concept for The Responsibility Project is rooted in Liberty Mutual’s 2006 television commercials created by its agency of record, Hill Holliday, which feature the tagline, “Responsibility. What’s Your Policy?� The ads were also directed by Dunmore and featured individuals acting responsibly in small ways, promoting Liberty Mutual’s approach to business and customers.
About The Responsibility Project
The Responsibility Project, created by Liberty Mutual, is an organic evolution of the company’s ad campaign that showcased personal acts of responsibility and daily examples of ordinary people making the decision to do considerate things for strangers. These ads featured the tagline, “Responsibility. What’s your policy?� Through The Responsibility Project, Liberty Mutual is using entertaining content, including independently produced short films, online content and a partnership with NBC Universal to deliver television programming, as catalysts for examining the decisions that confront people trying to “do the right thing.� Individuals can participate in online conversation about personal responsibility and watch and discuss live-action and animated short films at The Responsibility Project Web site and online community at www.ResponsibilityProject.com.
About Liberty Mutual Group
Boston-based Liberty Mutual Group is a diversified global insurer and sixth largest property and casualty insurer in the U.S. based on 2007 direct written premium. The Company also ranks 94th on the Fortune 500 list of largest corporations in the U.S. based on 2007 revenue. As of December 31, 2007, Liberty Mutual Group had $94.7 billion in consolidated assets, $82.3 billion in consolidated liabilities, and $25.9 billion in annual consolidated revenue.
Liberty Mutual Group offers a wide range of insurance products and services, including personal automobile, homeowners, workers compensation, commercial multiple peril, commercial automobile, general liability, global specialty, group disability, assumed reinsurance, fire and surety.
Liberty Mutual Group (www.libertymutualgroup.com) employs over 41,000 people in more than 900 offices throughout the world.
About Human
Human is one of America’s pre-eminent original music composition and sound design companies specializing in unique and compelling music for the international advertising industry. Founded in 2001 by renowned composers Morgan Visconti, Andrew Bloch, Gareth Williams and Managing Partner, Marc Altshuler, Human is a multi-award winning collective with offices in New York, Los Angeles and Paris.
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