Marina del Rey, CA-based production company Backyard director Kim Nguyen peers in on the gut-wrenching turmoil of childbirth for fathers in the humorous new :60 “Be Good At Life/Welcome to the World” for New York Life Insurance out of Anomaly, NY. The ever-imaginative director utilizes her comedic storytelling to take an unconventional look at the birth of family financial planning, featuring a father-to-be in the delivery room struggling with a stomach that is far less than steel.

The spot features comedian Demetri Martin bringing his dry wit to the part of an insightful gardener and off-screen voice of reason to a soon-to-be father of three. This first collaboration marks a new creative direction for New York Life.

The combination of creative talent remarkably captures the financial worries, fear, and distinct labor “pains” fathers face in the midst of the chaos that occurs in the delivery room. The spot concludes with the all too common, though ironic truth that a father often times needs more consolation and hand holding than his wife― who just experienced the physical agonies of giving birth.

Credits:

Client: New York Life
Title: “Welcome to the World” :60, :30, :15
Agency: Anomaly
Production Company: Backyard
Director: Kim Nguyen
Director of Photography: Chris Soos
President/Partner: Blair Stribley
Managing Director/Partner: Chris Zander
VP/Executive Producer: Kris Mathur
Head of Production: Emily Malito
Line Producer: Robyn Moskow
Editorial: Arcade NY
Editor: Dave Anderson
Executive Producer: Sila Soyer

Who is BACKYARD?

We are Backyard: a trusted production company, defined by genuine talent and driven by a commitment to deliver inspired creativity beyond expectations. With offices in Marina del Rey and New York City, Backyard utilizes global reach to collaborate with top international clients from around the world.

Backyard is led by President/Partner Blair Stribley, Managing Director/Partner Chris Zander, VP/Executive Producer Kris Mathur, and EP/Head of Production Emily Malito. Backyard takes pride in its down to earth team, and a collaborative approach that encourages loyalty and long-term relationships with clients.