Amica Insurance

Following the pair’s “Protect Your Legacy” brand campaign in 2025, Amica Insurance and basketball superstar Jayson Tatum partnered again for the brand's new “Back To Zero” campaign.

Directed by Ray Smiling, “Back To Zero” uses the classic "sports comeback" story with a twist: instead of focusing solely on the athlete's toughness, it highlights the support system that enables the comeback.

Through a countdown, the film transforms Tatum’s jersey number, "0," into a powerful metaphor for resilience, reframing "Zero" not as nothing but as the ultimate goal: returning to your starting point or initial state after a setback. Each number in the story represents a different aspect of his recovery and personal life that have been part of his comeback journey.

Just as an athlete needs a support system to recover from a career-threatening injury, policyholders need a partner to help them "get back on their feet" after a life event. Amica is there to help protect their customers and repair the things that make them whole, effectively fueling their personal "comeback stories.”

The new campaign made its broadcast premiere Sunday, Feb. 22 during the Boston Celtics' game against the Los Angeles Lakers. Additional short-form content will run across digital and social channels, along with an activation and OOH takeover throughout the Greater Boston area.