Aldagi Bets on AI to Reframe the Fear of Driving Uninsured
Aldagi's Remain Calm campaign is a fully AI-generated film released in Georgia in July 2025, created by agency Buff Labs, that uses surreal imagery of oversized hailstones and giant flowerpots striking cars to dramatise the anxiety of driving without insurance coverage.
Aldagi released the campaign as a single film asset, building its entire emotional argument around visual absurdity. The creative premise is deliberate: the exaggerated, physically impossible threats are not meant to document real hazards but to externalise the internal dread of an uninsured driver. A massive hailstone does not fall from the sky in everyday Georgian life, yet the scenario lands with uncomfortable plausibility because the underlying fear — that something will go wrong and you will be unprotected — is entirely real. The campaign positions Aldagi as the rational, reassuring counterweight to that anxiety.
In Georgia, the insurance market is expanding at pace. Georgian insurers generated GEL 802 million in direct-insurance premiums in the first half of 2025 alone, a 12.6 per cent year-over-year increase versus the same period in 2024, according to data cited by Edison Group. Full-year 2025 gross premiums reached approximately GEL 1.4 billion, according to sources cited by LinkedIn industry analysis. The narrative Aldagi constructs through Remain Calm — that insurance is protection against the unthinkable — arrives at a moment when Georgian consumers are demonstrably more willing to engage with insurance products. The Clapboard Score for this campaign is 63 out of 100.
Aldagi operates in a Georgian insurance sector that comprised 19 active insurers in 2025, according to Edison Group, making differentiation through creative strategy as commercially important as product pricing. Motor own-damage insurance accounts for 21 per cent of the total market by premium composition in 2025, according to LinkedIn industry analysis — the precise segment Remain Calm speaks to directly with its vehicle-destruction imagery.
Buff Labs constructed the campaign's strategy around a consumer insight that is both simple and underexplored in regional insurance advertising: the fear of the uninsured moment is not rational, it is visceral. Rather than presenting a product comparison or a reassuring spokesperson, the agency chose to amplify the fear itself, making it visible and almost theatrical, so that the relief of coverage feels proportionate. This is a markedly different approach from Aldagi's own earlier campaigns. The July 2024 Bubble Wrap campaign, created by Holy Motors and noted on Aldagi Ge, communicated the message of getting insured through protective, tactile imagery — a gentler framing. The March 2024 campaign titled The End Is Good, created by JWT Metro and documented on aldagi.ge, built its argument around resolution and peace of mind. Remain Calm escalates the emotional register, choosing dread before reassurance rather than moving straight to comfort.
The additional strategic layer is the production method itself. Buff Labs completed the campaign entirely using artificial intelligence within a production timeline of 10 days, according to bufflabs.ai. The creative team described this as the first instance of a fully AI-produced marketing campaign in Georgia's industry, a claim that itself functions as a signal of modernity to the digitally engaged audience Aldagi wants to reach in the Georgian market.
Production credits for Remain Calm are not publicly documented beyond the agency attribution to Buff Labs. No director, production company, post-production house, or music composer is identified in available records, according to clapboard.com archive data. The creative work is attributed entirely to the Buff Labs team operating within an artificial intelligence production pipeline.
What the film delivers creatively is a coherent visual grammar built around scale distortion. The oversized hailstone and the giant flowerpot are not treated as horror — they are presented with a kind of deadpan enormity that makes them stranger and more unnerving than outright catastrophe would be. This tonal calibration is important: the campaign is titled Remain Calm, and the instruction sits in ironic tension with imagery that makes calm genuinely difficult. The gap between the command and the visual is where the campaign's personality lives, and it is a more sophisticated rhetorical device than it might first appear.
The choice of artificial intelligence as the production method is not incidental to the creative output — it is constitutive of it. Surreal imagery of the kind Remain Calm deploys is labour-intensive and expensive to achieve through traditional production or live-action photography. AI generation makes the visual language economically viable at a scale appropriate for a Georgian insurance brand, while also enabling the kind of seamless, physically impossible imagery that grounds the campaign's emotional logic. The film was delivered within 10 days, according to bufflabs.ai, a production speed that would be exceptional for a live-action shoot achieving equivalent visual complexity. In this sense, the campaign demonstrates that artificial intelligence does not merely reduce cost — it expands the vocabulary of images a brand in Georgia's insurance industry can credibly deploy.
No verified performance data for Remain Calm is publicly available. No published campaign-attributed sales lift, policy acquisition figure, market-share change, brand-awareness shift, or conversion metric has been reported by Aldagi, Buff Labs, or any independent source as of the archive date. The campaign has not been entered in or recognised by Cannes Lions, the Effies, The One Show, D&AD, Clio Awards, the Webby Awards, or WARC.
Structural analysis suggests the campaign is well-positioned to generate awareness within the Georgian market, even in the absence of reported metrics. The film format is suited to social and digital distribution, and the visual hook — a physically impossible threat rendered with photographic credibility — meets the threshold for stopping attention in a scrolling environment. The narrative economy is tight: a single emotional insight, a single product category, a single tonal instruction that contradicts the imagery. These are the structural properties of a campaign built for recall rather than immediate conversion, which aligns with Aldagi's apparent ambition to occupy an emotional territory in Georgian insurance advertising, built across its 2024 and 2025 campaign lineage.
The campaign's broader significance may ultimately be less about individual metrics and more about establishing a production precedent. As the claimed first fully AI-generated marketing campaign in Georgia according to the creative team, Remain Calm sets a reference point for how quickly and cost-efficiently the country's advertising industry can operate when artificial intelligence replaces traditional production infrastructure. That precedent has value inside the Georgian insurance industry and beyond it.
Remain Calm is an Aldagi insurance campaign released in Georgia in July 2025. It uses surreal AI-generated visuals — including a massive hailstone and a giant flowerpot destroying cars — to dramatise the anxiety of driving without insurance, positioning Aldagi as a reassuring presence against unpredictable risk.
Buff Labs created the Remain Calm campaign for Aldagi. The Georgian agency produced the film entirely using artificial intelligence, completing the project within a production timeline of ten days, according to bufflabs.ai. No individual director or production company credits are publicly documented for the campaign.
Buff Labs and Aldagi describe Remain Calm as the first fully AI-produced marketing campaign in Georgia's industry. This claim is attributed to the creative team and documented in Clapboard's archive. No independent third-party verification of this claim has been published as of the available record date.
Aldagi's earlier campaigns took gentler approaches to the same theme. The July 2024 Bubble Wrap campaign, noted on aldagi.ge, used protective imagery and the message do not be afraid. Remain Calm escalates the emotional register, leading with dread and visual absurdity before offering reassurance, marking a shift in Aldagi's narrative strategy.
Aldagi's Remain Calm campaign receives a Clapboard Score of 63 out of 100. The score reflects the campaign's creative ambition and production innovation through artificial intelligence, balanced against the absence of verified performance metrics and the limited scale of a single-asset film release in the Georgian insurance market.
Georgia's insurance sector generated GEL 802 million in direct premiums in the first half of 2025 alone, a 12.6 per cent year-over-year increase, according to Edison Group. Full-year 2025 gross premiums reached approximately GEL 1.4 billion, per LinkedIn industry analysis, across 19 operating insurers, making it a competitive and growing market.
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