Florida, Man presents a “behind the headlines” view of Florida’s home-state anti-hero, Florida Man. The film showcases his side of the story that, rather than being a crazed maniac who menaces local flora and fauna, all the headlines that surround him actually have a reasonable explanation. It’s not his fault, the press merely captures the worst-looking moment of an incident caused by the natural conditions of the state of Florida. It all just seems to happen to him. The lone person who does understand his side of the story, and who perhaps understands him best, is his Kin Insurance adjuster. Who, through careful investigation, gets to the bottom of these scenarios.

Kin Insurance is home insurance specifically tailored for homes in areas of higher risk of damage due to natural disasters. One of their primary markets is the state of Florida where establishing a significant presence was their overall target for 2021. Positive connection with consumers and spreading business via word of mouth as a brand that “knows Florida better than other insurers” was key, so creating a campaign that both displayed a deep understanding of the state that also resonated positively with Floridians was their main goal.