Progressive Insurance
Superman 2025 Activation
My Role: Creative Lead
Shortly after winning the Progressive Insurance business, I led the creative behind a breakthrough earned activation tied to the theatrical release of Superman. Drawing inspiration from the character's first-ever comic appearance, we recreated the iconic cover as a life-sized, suspended car diorama, inviting fans to step underneath and strike their own superhero pose — bringing Progressive's new Accident Response safety feature to life in a way that felt culturally relevant rather than like traditional insurance advertising. The activation debuted on the red carpet at the film's world premiere and extended to San Diego Comic-Con, amplified through film talent, influencers, and Progressive’s brand personalities Flo and Jamie. The campaign beat engagement benchmarks across earned and social media, drove 1.7M sessions to Progressive's site, and saw 29% of enrolled Accident Response policies trace back to the tagged paid social creative.
