As part of the effort to bring youth, whimsy and a sense of humor, enhanced with the flavor of sincerity, to the updated brand, State Farm introduced a series of touching, funny and down-to-earth TV spots. Targeted at the next generation of consumers, each piece paints a relatable picture of how your "good neighbor" helps make life go right.

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My role was to establish the brand's updated persona and then extend that across broadcast, and all other, media to create a unified message speaking in the brand's new, fun, genuine and confident voice.