Avoid Mayhem with Allstate

For this College Football season TikTok challenge, we had a unique obstacle: Use Mayhem without actually using him.

So, we kept Mayhem on the sidelines, and let his essence come to life as all the bad things that happen to your team on gameday while turning our focus to how fans use superstitions to save their team from Mayhem.

Maybe it’s a jersey that has never and will never be washed. It could be an intensely specific seating arrangement. Whatever it is, we invited people to stitch, share and celebrate their gameday rituals with Allstate’s leading sports partner, Kirk Herbstreit.

My role: lead in both concept and copy