Allstate Mayhem TV
Mayhem is one of the most iconic campaigns of the past few decades. I was lucky enough to be in the room where it all began.
Allstate's competitors had saturated the market with the message that cheap, fast, easy insurance was good enough coverage. Mayhem was conceived to show that cut-rate insurance is no match for the all the big, bad (possibly besuited) risks out there.
Allstate Mayhem OOH
When we say Mayhem is everywhere, we mean everywhere, especially in places where you’re driving. Out-of-home was a critical part of the Mayhem campaign, but due to contractual obligations, we initially couldn’t use his face. So we had to find other ways to bring that risk to life. Like…
Along a congested highway in Chicago, we put up a board that perfectly replicated the side of a building. For two weeks, daily commuters saw a simple reminder that Mayhem is everywhere. Then one night, Mayhem struck and the visual reminder of what could happen was impossible to miss.
Before
After
This installation made it look like Mayhem’s iconic pink SUV had taken out a billboard. The stunt was so successful that it was reported to the police several times. It also won a best-in-show OBIE award. Question is, which of those should I be most proud of?
This wraparound billboard was located in an area known for horrendous traffic and lots of accidents. When you drove by the billboard it actually felt like Mayhem’s eyes were following you.
Localized OOH made sure Mayhem resonated.
Wrigley Field may be The Friendly Confines,
but it’s not so friendly to cars.
This eerie wallscape ran in downtown San Francisco and was the first to feature Mayhem’s image. 
Wacker Drive. A major street with a major identity crisis.
Any true Chicagoan would agree.Not OOH, but this bloody cool poster was created after the Chicago Blackhawks won the Stanley Cup. We had less than a week to concept and print this piece to be handed out at the victory parade. Another victory? It won a national Gold ADDY.
