State Farm x Panic! At The Disco
digital docuseries
SEASON 1
State Farm was looking to expand their Neighborhood of Good platform and encourage more millennials to give back through volunteering. To accomplish this, we approached them with a music strategy that would extend into collaborations with various music artists.
We kicked off the artist partnerships with Brendon Urie, of Panic! At the Disco. He was passionate about giving back, but had yet to figure out exactly how, that’s where we came in. Together we created a 4-part video series that documents his journey with volunteering through music mentorship and encourages his fans to give back to their own communities.
With both State Farm and Brendon pushing out teaser content and multiple media buys in place, the results were: win, win, win. Brendon got his start with volunteering. His fans were given exclusive content – through tons of archival footage and never before told stories from Brendon, himself - and were demonstrated a new way of giving back. State Farm was able to create a lasting impact that extended their positive message around the importance of volunteering to an entirely new audience.
PHOTOSHOOT + ON-SET PHOTOGRAPHY
display aDs
SEASON 2 / FINALE
Inspired by his initial work with State Farm, mentoring kids through music at Notes for Notes youth music studios across the country – Brendon, State Farm and Notes for Notes all worked together to open one of the studios in Brendon’s home town of Las Vegas. This was no smoke and mirrors for content-sake. The 3 partners joined together to fund, build, equip and staff a fully functioning music studio for kids. Our work went far beyond that of typical content, seeing us collaborate on the design of the studio and curating the launch event.
