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Axa's £5m campaign tells the powerful story of a dancer born with a bone disorder and introduces the brand's new strapline, "restless for a reason".

Taylor Haines embodies the ethos of restlessness, working tirelessly at her craft despite her disability to become an accomplished dancer and choreographer. The ad by Fallon London debuted on 3 September during ITV’s Victoria and will air for 10 weeks along with outdoor, radio and digital spots. The new branding focuses on Axa’s move away from simply paying insurance claims to working restlessly to improve customers’ lives. The ad was created by Ronaldo Tavares, Ricardo Motti, Alexia Vasilarou and Wolf Gaertner, and directed by Mark Zibert through Rogue Films.