College Cuber

Liberty Mutual Insurance wanted to create social content that felt genuinely at home on Instagram, something easy to watch, easy to understand, and instantly recognizable as the brand. The goal wasn’t to interrupt feeds with another ad, but to earn attention in a way that felt natural, entertaining, and unmistakably Liberty Mutual.

The answer was to partner with Instagram creator @thecollegecuber_, who is known for building detailed portraits entirely out of Rubik’s cubes. Together, we created a portrait of LiMu Emu & Doug, captured through the creator’s familiar, satisfying process, from scattered cubes to the final reveal.

What made @thecollegecuber_ such a strong partner is that his content is built around clarity and payoff. His audience already knows that if they stick around, something impressive and instantly recognizable is coming. That behavior maps perfectly to what Liberty Mutual needed: a short-form story that rewards attention and lands the brand clearly, without over-explaining or forcing a message.

As the portrait came together, viewers were naturally pulled through the process, and the final image delivered an unmistakable reveal of LiMu Emu & Doug.

By letting the creator stay true to his style, the content felt authentic, not branded-for-branding’s-sake. Liberty Mutual didn’t have to shout to be seen; the craft did the work. The result was scroll-stopping, highly watchable social content that felt native to Instagram while clearly showcasing some of advertising’s most recognizable characters.

It’s a reminder that when brands trust the right creator and lean into how people actually consume content, even iconic mascots can feel fresh, modern, and made for social.