State Farm Neighborhood Sessions

A bespoke concert and documentary series inspired by the brand’s neighborhood roots.

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To restore relevance with young consumers and showcase State Farm’s community impact, we brought artists back to their hometowns for a one-of-a-kind concert, charity event and documentary series. Over three years, we partnered with 30+ artists - from iconic names like J-Lo and Usher, to dozens of emerging artists - formed alliances with Turner Networks, iHeartMedia and Live Nation, and generated billions in impressions.

The program kicked off with a series of 60-minute specials on Turner Networks, highlighting the artist’s return home, the good neighbors who inspired them, and a bespoke concert.

Promotional content was generated across channels to drive fans to the concert and viewers to the special. Additional footage was released digitally to extent viewership as well.

Jennifer Lopez Special on TNT

Toby Keith Special on TBS

Dave Matthews Band Special on TNT

Usher Special on TNT

Once the program built momentum, we extended it through smaller scale productions of online episodes in partnership with iHeartMedia and Live Nation, while featuring emerging artists sharing their own neighborhood stories.