Avoid Mayhem with Allstate

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

So, we let his essence come to life as all the bad things that happen to your team — turning everyone’s focus to the superstitious rituals we use to keep Mayhem at bay on gameday.

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