State Farm Neighborhood Sessions

Neighborhood Sessions is a societal impact program where an artist goes back home to throw a concert for their community, which usually airs on TNT. When we took over as creative leads, we wanted to switch things up and go to a place where a younger audience would actually pay attention–on their phones. So we created the first live Neighborhood Sessions show on Facebook live, hosted by Chris Paul and DJ Khaled. Eight of the biggest names in hip-hop took the stage and broke Gaga’s FB Live record–plus any others at the time. In the end, we got 10 times the viewers of any show they ever aired on TV.