In my final semester of college, our capstone advertising course became a working ad agency to create a campaign for State Farm to increase their market share of 18-25 year olds. After thorough research, we came up with our big idea - "Talk to my agent." The campaign avoids using scare tactics or starting a price war. Instead, it highlights the benefit of the agent-based insurance model by showing our target market looking cool, calm and collected in what are normally stressful situations. Our target market, which we named Begindependents, pays close attention to celebrity life and lives their lives as the center of attention - we used this insight to fuel our Hollywood-driven campaign.

These advertisements are left-sided gatefolds, so only the left half of the ad is visible when flipping through a magazine. Once unfolded, the entire scene is revealed. I was the photographer for this project and worked on art direction as well.