PROGRESSIVE INSURANCE

Earning the Right through Reflection

Brand Launch, Social Media-led Campaign with Large Content Hub and Experiential Events

Preface

Progressive Commercial reflects a lot of who I am as a creative and a leader. Where many saw little opportunity, I brought an ambitious vision that grew with every execution, every success. I led a platform that bucked popular opinion and expanded Progressive Commercial's role beyond mere words and business expenses, making it a champion of action and deeds. The result was not only a change agent for Progressive but also countless truckers who are, in fact, the lifeblood of American commerce. And if you like performance marketing data, these are also really tough to beat.

The Mindset

Beyond the Process. I approach every challenge consumer-first, often looking beyond traditional creative processes to identify the specific mechanics that drive real behavior change. When Progressive approached us with a $100k "friendly" pilot, I used the brief as a launching pad to build something much larger: a support system for an underserved and misunderstood community.

The Execution

Mechanics of Change To drive genuine affinity, we had to do more than advertise; we had to add value to the truckers' lives. I led the development of a massive, socially-led ecosystem that prioritized utility and empathy over commercial polish.

Lifestyle Utility: Mental health podcasts, fitness courses, and cooking videos designed for life on the road.
Raw Storytelling: Long-form documentaries, articles, and photojournalism that captured the "guts and grit" of the industry.
Brand Record Label: A brand record label featuring original songs I personally wrote and produced, featuring Grammy award-winning artists, resulting in record-breaking downloads.

The Impact

By stirring emotion and meaning, we translated content into trust, trial, and loyalty. This approach turned a pilot project into a $3.5M Agency of Record relationship, transforming an under-performing brand into a category icon. The work was so disruptive that the primary competitor, GEICO, contacted us directly to request a replication of the model.

Results