USAA Auto Insurance (Gen Z - Flex)

USAA, a San Antonio-based Fortune 500 financial services group serving military members and their families, aimed to connect with a new audience: Gen Z drivers aged 18–30. The goal was to encourage this demographic to consider USAA for auto insurance by highlighting flexible options tailored to their lifestyles and budgets.

At the time, I was part of the creative team at Publicis Hawkeye. Collaborating with director Jordan Brady of Kaboom Productions, HiFi music house, strategists, account managers, production staff, and editors, we developed a multi-channel campaign that resonated with Gen Z's unique culture.

We tapped into the internet's meme culture by playing off the popular Gen Z term "Weird Flex." In this campaign, we juxtaposed "weird flexes", unusual or quirky boasts, with "good flexes," such as saving on car insurance by driving safely or less. The creative was tailored to each platform, resulting in 16 unique assets across TV, online video, and social media channels including TikTok, Facebook, Instagram, Snapchat, and Pinterest.

The campaign's impact was significant. Within weeks of launch, USAA climbed to the number 4 spot in AdAge’s list of 20 Brands Getting Gen Z’s Attention.

This project exemplifies how strategic creativity and cultural insight can drive meaningful engagement with new audiences.