ArtClass Director Paul Trillo Uses Dynamic Style in ‘Miss More’ for Law Firm Morgan & Morgan

Director Paul Trillo of next-gen production and post-production studio ArtClass have joined forces with America’s largest injury law firm Morgan & Morgan to deliver ‘Miss More.’ ‘Miss More’ is a dynamic persona whose appreciation for getting more out of life is boundless: more sprinkles, more wine and more from her attorney. In this latest campaign, Paul ushers in a bold new creative direction for the brand, showcasing the high level of service and expertise the firm delivers to its clients, while rewriting the typical advertising script that surrounds the personal accident injury world.

Paul and the ArtClass team identified how Morgan & Morgan aims to simplify injury law so individuals feel comfortable and cared for throughout the entire process, emphasising Morgan & Morgan’s investment in more to best serve their clients. Through the ‘Miss More’ campaign, Paul uses his creative approach to describe the firm’s innovative and reliable approach, rather than focusing on data about their track record. When she is unfortunately injured, ‘Miss More’ calls Morgan & Morgan and finds it was the first time she didn’t have to ask for more.

“The creative brief caught me off guard in the best possible way, as law firm ads have a tendency to employ very static, informational approaches,” said Paul. “Morgan & Morgan, on the other hand, have a history of irreverent marketing and we had a blast developing the ‘Miss More’ character – her history, the way she dresses, her decor and her craving for getting a little bit more out of life.”

Best known for embracing innovation and transcending genre, Paul’s keen interest in technology, comedy, and visual design have led to the creation of several conceptual projects including the use of various new techniques that fuse live action and AI visual effects. AI even contributed to this project, in the form of AI created boy band posters adorning a teenaged Miss More’s room.

From creating the first fully mobile bullet time camera rig with 50 Nokia phones to choreographing an aerial smoke show using drones and recently crafting various new techniques that fuse live action and AI visual effects, Paul’s constant pursuit of new techniques has led to a strikingly fresh body of work. These experiments have led to 16 Vimeo Staff Picks and have been featured in a variety of outlets including Creator’s Project, Gizmodo, GQ and Scientific American. Paul has been listed as one of D&AD’s Next Directors and has recently won ‘The One Show’s One To Watch’ and ‘30 Under 30 Film Festival’s Director to Watch’ awards. Paul has participated in various panel discussions including SXSW and Northside Festival.