Progressive Boat

In a sea of mundane boat conventions drowning in sales pitches, Progressive set sail on an irreverent journey to disrupt the status quo. Acting as both designer and creative, I helped shape the vision from the start with the Captain and his Mate — insurance-themed shanty singers who roamed boat shows crooning about coverage and dropping dad jokes sharp enough to make even a shipwrecked sailor grin.

We pushed the irreverence further with experiences like an augmented reality singing waverunner disguised as a bass, supersized claw machines, and a live fortune-telling booth from the Ferry Cod-mother. Alongside these activations, I led the creation of a new sub-brand for how Progressive shows up in boating, ensuring the work felt consistent, authentic, and ownable across every touchpoint.

The result was more than entertainment. Progressive transformed dull boat conventions into a raucous playground of laughter and unforgettable experiences, carving out a place in boating culture that no competitor could touch.

Collaborators:

Gary Baker // Jimmy Tanner // Sebastien Theroux
Julia Colasanti // Sal Delaquilla // Chris Blechar