Alter Flo
Art Direction - Concept + Design, Copywriting
Identity theft isn’t hypothetical, it’s everywhere long before you feel it. Waiting until you need protection means you’ve already lost something that’s hard to recover.
People don’t protect what they think won’t happen to them. But when someone steals who you are: your credit, your reputation, your access; the damage isn’t just financial, it’s personal.
If you wait until you need identity protection, it’s already too late.
Instead of selling peace of mind after the fact, we flipped the narrative: Protection isn’t reactive — it’s proactive. Before it’s yours, it’s already theirs.
A campaign that dramatizes how easily your identity can be taken, and how Progressive IDnotify® can alert, restore, and protect long before a breach becomes a crisis.
We imagined a world where identity theft isn’t abstract.
Flo’s sister, Janice, actively posing as Flo:
Janice pasting her face over Flo’s on Progressive “Employee of the Month” wall.
Janice staging as Flo on dating sites.
Flo’s “double” walks the streets impersonating her, interacting with real people, stirring confusion, then revealing the unsettling truth: people can pretend to be you before you know it.
It’s a visual metaphor of a digital reality: Your name. Your likeness. Your data, all vulnerable and out there, if you’re not monitoring it.
Progressive IDnotify® isn’t just insurance, it’s early warning. Real-time monitoring, and restoration support backed by experts when the worst has already happened.
Storyboard :30s
Experiential Activation
Flo and Flo’s doppelganger (who will act like she is Janice acting like Flo) roam the streets of New York City.
Flo’s doppelganger interacts with people in the street, asking if they know who she is; have they heard of Progressive; did they know that they can bundle home and auto insurance with Progressive; what’s their favorite color; and other random questions and interactions.
Flo follows the doppelganger at a safe distance and mimic everything the doppelganger does and does it to the same people the doppelganger interacted with.
The people Flo doppelganger interacted with will feel confused, because they just interacted with Flo, or so they thought.
Flo acts like she doesn’t know she has a doppelganger (someone pretending to be her/identity thief ) roaming the streets of New York City impersonating her.
Flo then educates them on the statistics, horror, and damage of identity theft and pitches the features and benefits of having Progressive ID Protection by IDnotify®. After her pitch, she always end with “If you wait until you need it, it’s already too late”.