• 8.22.14

    Will You Be Able to Take Progressive's Flo Home?

    We all know Flo, Progressive Insurance’s spunky saleswoman who just really wants to help out. Her excited sincerity is infectious and charming, inspiring legions of fans and a lot of attention for Progressive.

    The insurance company was looking for a new way to present their beloved mascot to those fans, so they contracted Bigshot Toyworks to create a series of Flo action figures. “What we were trying to do is play up some of her key features which are her signature hairdo, big smile, and highly expressive eyes,” explains Klim Kozinevich of Bigshot Toyworks. They wanted to, “Use the essence of her character.” Fitting her into an expanding roster of careers, the folks at Bigshot and Progressive ventured to show off her range of potential abilities, from Trucker, to Plumber, to Baker. She comes outfitted in her signature Progressive apron, and a ton of accessories for each job. The series is ongoing, so who knows how many jobs Flo has left to do? Either way, she’s getting down and dirty.

    “We were just having fun generating these concepts, and visualizing them,” says Klim about the collaborative relationship with Arnold Worldwide, who manages Progressive’s advertising. “It’s just been a joy working on this project with them.” A lot of times when creative companies work with large brands like Progressive, the amount of clearances and rules can hinder the creative process. Not so with this project. Bigshot and Arnold stayed in constant communication to flow as creatively as possible. The results show what happens when you stay dynamic and flexible in a creative relationship.

    If you can believe it, what you see aren’t actual toys. They’re CGI composites. “The original intent of this wasn’t to make a toy, it was just to make a series of print ads,” says Klim. “But because of how our process works, action figures are possible.” Does that mean this is going to turn into an action figure? Plenty of people are asking for them, but we can’t know for sure. For now, we have to satisfy ourselves admiring the detail and variation that Bigshot Toyworks and Progressive brought to the range.

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