STATE FARM

HOME & RENTERS INSURANCE

To bring State Farm’s belief to life, that the right protection starts before the damage, we created a campaign with series of direct mail pieces that didn’t just show risk. It reacted to it. Using phosphorescent, thermochromic, and hydrochromic inks, we crafted three haunting executions where the cause of the problem revealed the consequence of not being covered. Darkness, heat and water. The campaign flipped the idea of traditional insurance advertising with less reassurance and more confrontation. It made risk feel immediate, personal, and impossible to ignore.

Role: CD / Copywriter