progressive
Art direction | Client: Progressive
I worked as an art director on the progressive account and got very familiar with the queen of car insurace, Flo. The work took me from the deep woods where Sadsquatch dwelled to the glittering icecapades and everything in between. See some of my favs below.
PROGRESSIVE
ON ICE
After years of pitching musical after musical, we finally made all of my glittering spandex dreams come true with Progressive On Ice. We highjacked the standard children’s ice-show and injected Flo and her “squad” into the leading roles. We rounded out the :30 with a set of :15s, a teaser, and 2 full length tunes.
A sample of a few of my favorite Flo ads
Sadsquatch
We all know the man, the myth, the legend. But do we really?
flocus group
Anyone who has had to focus group their own ads can relate to the pain that awaits Flo.
Deserted
Flo conquers the elements with the only survival tool she needs: The Name Your Price tool
Blind Date
Bad dates happen to bad people when Flo’s sister Janice is set up on a Blind date with Flo’s insurance nemesis.
The
Squad
After years of using Flo as the face of “Superstore” campaign, we knew it was time to expand the character network and the parameters of the “Superstore” campus to keep things fresh and familiar. Thus, the “Progressive squad” was born and the Superstore stretched far beyond the original white backdrop.
We developed a series of reoccurring characters that have become brand icons in their own right, each with their own unique backstories, banter, and bad bundle jokes. Same goes for where the hilarity unfolds – be it a break area or a tool room, Progressive’s courtyard, or even Jamie’s surprise mansion.
SUPER SECRET
Pets. They’re the best. They see us at our weakest, weirdest and wildest. And they never say a thing. Progressive covers pets in in every auto policy at no extra cost. So you can keep the creatures who protect you, and your secrets, safe.
Jamie started as just the chipper sidekick, but by the time we were done with him he had a full backstory AND a hot wife.
step jamie
Progressive home owners insurance can fit into any family. Just be careful not to overstep.
Jamie’s 4oth
A true man of mystery, we realize there’s much more to everyone’s favorite buffoon than meets the eye.
tool room
In this spot, we meet Rodney, the newest member of the squad and the keeper of the sacred Name Your Price Tools. And Rodney meets Jamie. Again.
ACAPPELLA
Sure, the Name Your Price Tool gives people control over their insurance payments. But now it also… weirdly helps a select few Superstore employees become insanely talented singers. Ah, the magic of insurance.
Heaven
For a special placement during the 2018 finale of The Voice, we created this spot based on Belinda Carlisle's classic hit ‘Heaven Is A Place On Earth’. Needless to say, no Progressive employees later accepted a first-place golden microphone from Blake Shelton… or however they do it on that show.
Jamie’s Twin
Progressive employees are great at comparing prices for their customers. Aaaand that’s pretty much the only comparisons Jamie’s good at making. That, or the guy’s got excellent self-esteem.
A sample of some of my favorite Print
Credits
Executive Creative Director: Sean McBride
Creative Directors: Josh Kahn & Nate Donabed
Sr. Art Director: Abby Gross
Sr. Copywriters: Sara Cummings &
Patrick Franklin
Director: Brendan Gibbons