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Squid Game vs Freeway Insurance

Overview

The Challenge —
Creatively communicate Freeway Insurance's non-standard coverage options to drivers with poor driving records, DUIs, or multiple accidents, without resorting to overly trite solutions, and ensuring the target demographic feels valued and acknowledged without making them feel like second-class citizens.

Solution —
I developed a dynamic, pop-culture-inspired video that leverages the cultural relevance of Squid Game and bilingual messaging to deepen engagement with the Hispanic community and drive action. The campaign creatively positions Freeway Insurance as a reliable solution for regular and hard-to-insure customers, using pop culture and language inclusivity to deepen its impact on social media platforms.

Responsibilities—
Creative Director, Storyboard & Script Development, and Hands-On Designer.

Apps—
AI, Photoshop, and Premier Pro.

Storyboard: Main Character, Carlos

BACKSTORY: A 30-year-old Hispanic male contestant living in Cerritos, CA. Married and driven by the need to secure reliable, high-quality insurance for himself and his family. He values customer service in both English and Spanish.

OUTFIT: Carlos' outfit mimics the iconic attire from Squid Game—a green tracksuit paired with white sneakers. He wears the number "456," the winning number worn by Seong Gi-hun, also known as Player 456, in the first season of the hit Netflix series.

INTERESTS:
Shopping for competitive insurance rates.

Storyboard: Arena, Introduction

NARRATION: "Life feels like a game you can’t win — tickets, accidents... making insurance coverage difficult."

DESCRIPTION: The arena’s aesthetics mirror the setting of Squid Game, featuring towering walls, sandy floors, and ominous oversized statues.

LOCATION: A large arena designed in a dystopian style, featuring towering walls painted in sky blue and white hues that cast eerie shadows. The ground is made of sand, reflecting the harsh lights above. A massive digital clock hangs overhead, its bright numbers counting down, while the surrounding area is filled with abstract sculptures and ominous structures that enhance the high-stakes environment. The air is thick with tension, and the vivid colors create a striking contrast against the starkness of the arena.

LIGHTING: October, 8:00 PM, dramatic artificial lighting.

Storyboard: Insurance Choice

NARRATION: "Freeway Insurance gives you a real way out."

DESCRIPTION: Carlos turns the ominous arena into a symbol of hope by choosing Freeway Insurance, securing his family’s future with the safety and reliability they can trust.

LOCATION: The same surreal arena, now illuminated with warm lighting that softens the harsh colors. The previously ominous structures appear more inviting, with a gentle glow surrounding the contestant as he makes his decision. The digital clock still looms in the background, but its presence feels less threatening at this moment of choice.

Storyboard: Emotional Reunion

NARRATION: "In a world full of risks, we're the choice that protects what matters – without the games."

DESCRIPTION: A heartfelt family reunion unfolds outside the arena, symbolizing safety and relief after the high-stakes decision of choosing the right insurance—Freeway Insurance. The video ends with the Freeway logo and a clear call to action.

LOCATION: Outside the surreal arena, where the harshness of the game gives way to a more serene
environment. The area is bathed in soft, natural light, with a backdrop of gentle greenery and open skies. The arena looms in the distance, but the focus is on the warmth of the reunion, highlighting the contrast between the high-stakes game and the comfort of family.

Storyboard: Overview

Storyboards are vital for planning and communicating the director's vision before production begins. They save time and money by allowing the team to identify and solve issues early, improve collaboration among different departments, and ensure that the final film aligns with the original creative intent.

Storyboard: Color Palette

The soft pastels create a dreamlike contrast to the darker tone of Squid Game, while also subtly complementing the green and blue in the Freeway Insurance logo.

A film's color palette sets the mood, guides emotions, and highlights themes. It ensures visual continuity, directs audience focus, and emphasizes key elements. Essentially, it's a vital tool that enhances a film's emotional and visual impact.

Storyboard: Mood board

The mood board is a collage of images, videos, colors, and textures used during pre-production to communicate the desired aesthetic, tone, and overall "look and feel" of a project to the entire creative team. It serves as a powerful visual reference to align departments like cinematography, production design, and costume design, helping to maintain a consistent artistic vision from concept to execution.

Play Video

The ad campaign aims to boost brand awareness and engagement for Freeway Insurance by leveraging the cultural relevance of Squid Game and bilingual messaging to deepen engagement and drive action. It positions Freeway Insurance as a reliable solution for regular and hard-to-insure customers, using pop culture and language inclusivity to deepen its impact on social media platforms.

Ad Campaign contains:
1. Objective
2. Target Audience
3. Content & KPIs
4. Budget & Timeline
5. Roles & Responsibilities
6. Storyboard & Script
7. Video

*Click on image to play video.

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