Adam Horrigan

Take another look at your vehicle loan.

RoleCreative Director, TMA
ScopeConcept, environment design, video series, content
FormatContent-first activation
Dealership takeover at the LA Auto Show
Companion video series
CollaboratorsIllusionist Justin Willman
Perceptual artist Michael Murphy
RecognitionPro Awards Gold, Best Use of Content Marketing
Reggie Silver, Experiential Brand Activation

State Farm Bank built a fake dealership to prove a real point.

At the LA Auto Show, State Farm Bank needed to talk about transparent auto loans. The trouble is, nobody on a showroom floor buys the word “transparent.” But they do believe their own eyes.

We built a full-scale dealership where every touchpoint exposed the illusions behind standard auto financing. Reception desk, window stickers, sales offices. A companion video series with illusionist Justin Willman brought the same tricks to screens.

Overhead render of the dealership plan: sales offices, lounge, poster illusions and the reception desk
The dealership lounge: red and white chairs in front of glass sales offices The reception desk and vehicle poster illusions
Justin Willman at the reception desk, looking through a magnifying glass A girl grinning, holding out a red cardboard viewer at the dealership

The staircase

Turning the convention center staircase into a visual trick.

We collaborated with perceptual artist Michael Murphy to take over the main convention center staircase. Up close, it was an abstract collection of shapes. Step into the sweet spot at the bottom of the stairs, and the pieces locked together into a red truck, asking drivers to reconsider their financing.

The Convention Center staircase: a car suspended above red steps that read Take another look at your vehicle loan
Attendees climbing the staircase under the suspended carThe LOAN sign, seen from the top of the stairs

Next project

Decide to Lead
All work