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For the first time in 4 years, Kane Brown was set to release his first album since becoming a husband and a father. “Different Man” was also his first foray into a more pop sound, while also continuing to be a force in country music.
With so much that had happened in his personal life, we were tasked with showing a new, more mature and confident Kane. And playing off of some recent news that social users had globbed onto, we designed our set for his promotional content shoot to look like a backyard, lightheartedly referencing a story of Kane getting lost in the (very large) backyard of his new home.
To truly put the talent ease - so he could be as relaxed as he would be if he was in his real backyard - we decided to pair him up with his wife, his best and his manager to play a game of Giant Jenga. On each block were questions that covered not only his music, but were customized to highlight his personality and relationship with each person he played with.
The content made its way online and into a People Magazine exclusive, generating hundreds of millions of impressions, reads and article shares: specifically, 477 Million+ total impressions across paid, organic, and earned media.
The AT&T Business team leveraged the brand’s sponsorship of the College Football Playoffs and Championship to launch a new content series called Standing on Business, starring quarterback Shedeur Sanders and artist Cam Kirk.
To engage New Yorkers interested in the festival’s wide-ranging themes, we invited tastemakers in food, environmentalism, technology, and health to explore the space and meet vendors during preview days ahead of The Future of Everything Festival’s public opening.
Spotify brought the party to campus during UGA and Tennessee's rivalry week with a pop-up experience and live performance by Megan Moroney to show Gen Z students that Spotify is the only way to soundtrack their lives - both on and off-campus.
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