Amica Insurance is the jersey sponsor for the Boston Celtics. They also have a partnership with Jayson Tatum.

So when the superstar ruptured his achilles heel in the 2025 playoffs, they needed to figure out a new angle.
One that made sense for the brand, and for Jayson’s recovery journey.

Our insight was built from the heart of Amica’s DNA. They’re in the business of supporting people’s comebacks.
They know what it takes to get back to “zero.” And that just so happens to be Tatum’s jersey number.

A second regional spot celebrated the people of New England alongside Tatum and the Celtics.
Whether you’re building the parquet floor of TD Garden, a basketball dynasty, or a life worth protecting, it all comes together the same way.

Piece by piece.