For its first pan-African brand campaign, AXA has joined forces with Publicis Conseil to celebrate the power of human connection and handcrafted storytelling. The result is a visually striking film created by stop-motion studio Jungler and director Paulo Garcia, placing care, solidarity and community at the heart of the narrative.
Developed by Publicis Conseil, the campaign builds on AXA’s global platform, “Why should the future be a risk?”, translating it into a universal message: “Keep caring for each other. It's the most beautiful form of protection.” At its core is the idea that protection extends far beyond insurance. Having operated across Africa for more than 50 years, AXA positions itself as a partner that supports people and strengthens communities.
For the visual execution, the creative team deliberately embraced a fully handcrafted aesthetic. Together with Jungler, Paulo Garcia developed a poetic stop-motion film using fabrics, fibres and real materials, whose textures and subtle imperfections bring warmth, authenticity and humanity to the story. Through the journey of its protagonist, the film transforms the concept of care into a powerful and universal experience, expressing protection and solidarity through compelling visual storytelling.
“We are incredibly proud to have helped bring this story to life through a film created entirely in stop motion – a meticulous craft shaped frame by frame, celebrating mutual support as the most universal form of protection. Our sincere thanks go to the AXA teams for their trust, to Publicis Conseil for their inspiring creative vision, to ZOMBIE STUDIO for the wonderful collaboration, and of course to our director Paulo Garcia, whose talent, sensitivity and dedication brought this beautiful project to life.” - Jungler
The original score, “Sékou's Story” by Ronan Maillard, further enhances the film’s emotional impact while anchoring the narrative in the cultural identity of the continent. The campaign is supported by print visuals, DOOH executions and social content extending the film’s themes of care, connection and community. Launched in Morocco on June 29, 2026, the campaign will subsequently roll out across Nigeria, Senegal, Cameroon, Ivory Coast, Gabon and Egypt.
Paulo Garcia is Founder and Creative Director of the award-winning animation studio Zombie Studio. Under his leadership, the studio has received more than 400 international awards, including over 40 Cannes Lions and several Grand Prix. Named Best Animation Director in Brazil in 2023, Garcia has created acclaimed work for brands as well as artists including Moby, Gorillaz and Vintage Culture, and has served on the juries of Cannes Lions, D&AD and the Clio Awards.