State Farm: Competitive Advantage Effort

Research showed that most consumers opted for the lowest-price auto insurance based on the belief there was little if any difference between companies and their policies. — only to find out too late that a cut-rate policy can leave them high and dry. This series of hidden-camera videos was produced to shine on light on this misconception by featuring reactions of real people to absurd situations – situations that paralleled going with a cut-rate insurance policy. As part of State Farm's first venture into social media, the videos appeared on YouTube and multiple sites and blogs, and successfully generated conversations about the value of getting the right insurance coverage.  (My role: Creative Director.)

Notable: 2009 Webby Award winner.