STATE FARM
I led the State Farm creative pitch for TMA in 2019. We won by creating the “Jake from State Farm” campaign. And ever since launch, our work has echoed through culture, reversed policy attrition, and changed the way Gen Z and young millennials perceive the 105-year-old brand.
We got Drake top double for Jake in our 2021 Super Bowl spot. We put Jake in NBA 2K22 as the first brand ambassador ever in a video game. We grew Jake into “Gen Z’s Favorite TikTokker” (per AdAge) and gained 1.5 million followers with virtually no paid media. We worked Jake into Marvel Comics, drew massive crowds at BravoCon and TwitchCon with him, and he was even spoofed on SNL…three times. From “MaHomes and MaAuto” to “King Henry vs. King Henry” our award-winning NFL work has become part of American football vernacular. And this year, our 2026 Super Bowl anthem “Stop Living On a Prayer”, introduces a new campaign for the brand, inviting people to question their coverage.
We created this campaign, and we’ve nurtured it every day since, turning Jake into an icon who stands shoulder-to-shoulder with advertising’s greatest brand characters.
SUPERBOWL 2026
We teased with a microsite, digital OOH, and linear promoting a fake company called “Halfway There Insurance”. KATSEYE taught Jimmy Fallon a new dance, and then our hero spot launched during Super Bowl 60, followed by a comet tail of social and linear building out a new strategic campaign for the brand. The results have dramatically outpaced all prior Super Bowl work, delivering +14.3% Purchase Intent and +12.6% Favorability within days of launch.
Sports Illustrated named it the # 1 spot of the game. It was #3 in the reader’s poll, #3 in People Magazine, and #3 in US Weekly. Billboard ranked it in their Top 5. Rolling Stone, CNN, Mashable, Nerdist, and Entertainment Weekly put it on their “Best Of” lists. And at AdWeek, Reporter Audrey Kemp said, “State Farm hits the full Big Game checklist: A-list talent, a universally loved song, high production value, and mass appeal humor.”
NFL
MaAuto. Meghan Trainor when you need a trainer. Ted Lasso’s Dani Rojas screaming, “Bundle is Life!” King Henry VIII when the team asked for Derrick Henry. Year after year, our football work enters the public lexicon, driving culture—and policies. Here’s a sampling:
SUPERBOWL 2021
IT’S A JAZZ BATH, BABY
Immediately after we launched “Bath Bomb”, #JazzBath started trending. We quickly produced an all-original, 6-track smooth jazz EP, shot a retro infomercial to support it, “sold out” of the CD (yeah, CD!) twice — and got an astonishing 125.6 million impressions in one week.
GENERAL MARKET
From “Much too Personal” confessions to Halloween scares (and an Adweek Ad Of The Day movie integration) to Bundling Bundlers.