Allstate Insurance Digital Ads

Role: Concept Development, Pitch Lead, Creative Strategy, UX Writing, Copywriting

Challenge
Leo Burnett Chicago tasked Domani Studios with extending their national Allstate campaign into digital formats that would drive specific policy leads. The goal was to reach two very different audiences—boat owners and motorcycle "road warriors"—with tools that felt less like traditional banners and more like helpful, interactive resources.

Solution
I led the pitch and concept development for a suite of user-reactive banners. For the boating segment, we built the "Storm Tank" banner, which used physics-based animation to mimic vintage liquid wave toys, and a boat name generator that pulled from a library of christening monikers to engage owners. For the motorcycle audience, I developed the copy and strategy for the Allstate Garage banners, which served as a digital hub where riders could plot routes, share maintenance tips, and find local agents. Both campaigns were designed to bridge the gap between "just browsing" and starting a formal insurance quote.

Impact
This interactive approach successfully increased policy leads and purchases across both niche segments. The "Storm Tank" execution was recognized with a PointRoll Beanie Award, proving that bringing a sense of play to functional tools can drive measurable conversion in the insurance space.