Not all champions wear gloves. Some hold baby bottles at 3am, or stand quietly in the background — always showing up, always protecting. That’s the insight behind TOM Life Insurance’s first major brand campaign: “Up All Night.” Created in collaboration with Matchroom Sport, World Snooker Tour, and the Professional Darts Corporation, this cinematic video commercial redefines what it means to be a modern-day protector — both in sport and in everyday life. As Head of Brand at CLARK UK, I supported with development and delivery of this campaign from concept to broadcast, overseeing creative strategy and narrative development: - Brand-aligned art direction, ensuring seamless integration of our newly rebranded TOM identity - Cross-functional collaboration with internal teams and external partners - Production management in partnership with Ross Garritty and Alex Haines The campaign features Derek Chisora (World Title Challenger, Boxing), Luke Humphries (World Darts Champion) and Kyren Wilson (World Snooker Champion). This was TOM’s first fully branded video commercial for paid social channels — a significant milestone in the evolution of the brand. It was designed not just to raise awareness, but to build emotional relevance in a competitive market. And it marked the beginning of TOM’s expansion into social media platforms within the rebranding efforts. Built for the ones who lie awake thinking about everyone else. This is more than insurance. It’s reassurance for the ones who carry others.