For USAA, the Official Military Appreciation Partner of the San Diego Padres, the brief was to make paid social posts that felt relatable to this fan base while still doing the actual job of selling auto insurance.

So we decided to build videos around these core ideas: “Truly Baseball” which spoke fan-to-fan with the kind of references only a real follower would catch, “Truly San Diego” which went hyperlocal enough to make San Diegans feel personally seen, and “Truly USAA” which leaned into the Padres uniquely military-centric identity that's practically written into USAA's DNA.

We used the partnership itself, plus the delightfully mundane idea of "driving to the stadium," as our backdoor in, then timed the shoot to Military Opening Day to score same-day, on-the-diamond footage nobody else had. What came out the other end was San Diego lifestyle, Padres devotion, and auto insurance somehow all playing nice in three tidy social posts (and honestly, one of the more fun projects I've worked on, Mets loyalty fully intact).

Paid Social
In collaboration with the Razorfish Creator CoLab team