Progressive

Jul 2026

Progressive leans into the relatable friction of generational divide with The Plan, a comedic commercial campaign that masterfully highlights the company’s position within the insurance and finance sector. The spot features the now-iconic Dr. Rick, a character who serves as a self-appointed life coach to young adults, delivering unsolicited wisdom in a way that is as patronizing as it is hilarious. By placing these characters in everyday public settings—from a bustling shopping mall concourse to a sun-drenched outdoor flea market—the narrative creates a stark visual contrast between Dr. Rick’s structured, knit-vested traditionalism and the casual, modern energy of his subjects. Executed with a polished live-action technique, the production benefits from bright, broadcast-ready lighting that keeps the focus squarely on the timing of the performances. The cinematic approach allows for natural, fluid group interactions that ground the script’s humor in a sense of authentic observation. Supported by the production prowess of Moxie Pictures, the project relies on clever transitions and precise post-production work from ZERO VFX and William McVay to ensure each comedic beat lands with maximum impact. By framing the brand’s messaging through the lens of a humorous social experiment, the project successfully transforms a mundane industry subject into a highly memorable piece of narrative storytelling that resonates with a broad demographic.

Humorous, Commercial, Cinematic

Live-action Technique

Insurance, Finance