State Farm | Big Game
Editor
For Super Bowl LVII, held at State Farm Stadium in Phoenix, AZ, State Farm made the strategic decision to step away from the traditional TV commercial. They teamed up with TikTok superstar Khaby Lame to reach audiences at scale, drive PR, and earn media opportunities around naming rights.
With a total Super Bowl viewership of 113 million people, this Khaby & Jake TikTok post nearly doubled that with over 220 million viewers.
Over 1 billion impressions were accomplished via earned media and related story placement and of the 51 brand commercials that appeared during the big game, the single State Farm TikTok post outperformed all commercials by a minimum of 4x.
Client: State Farm
Production + Post: FORMULA
Ad Agency: IMT
EXECUTIVE PRODUCER: Brad Scott
LINE PRODUCER: Joseph Soutullo
AGENCY EP: Chad Tons
AGENCY PRODUCER: Kelsey Dukarm
AGENCY CREATIVE: Frank Hendler
AGENCY WRITER: Pedro Ferreira
DIRECTOR: Josh Forbes
PROD SUPERVISOR: Gordon Gee
PROD COORDINATOR: Jordan Byrd
ASST PROD COORD: Margaret Knight
1ST AD: Jeremy Robinson
DP: Dillon Schneider
2ND UNIT DP: Joey Graziano
EDITOR: Joey Graziano
POST ASSIST: Reid Fenlaw
SOUND DESIGN: Lee Miles
SOUND MIX: Dynamite Laser Beam
COLOR: Adolofo Martinelli
VFX - Alex Hicks
VFX - Austin Weyer
1ST AC - Ryan Hart
2ND AC - Steve Whitcomb
DIT - Leo Reyes
STILL PHOTOGRAPHER - Kyle Gilbert
GAFFER - Troy Underwood
BB ELECTRIC - Scott Benjamin
ELECTRIC: Matt Kyhn
ELECTRIC: John Chaves
ELECTRIC: Chris Carson
KEY GRIP: Randy Grainger
BB GRIP: Steve Chavosky
GRIP: David Klotz
GRIP: Keith Karidis
GRIP: Dale Cooke
PRODUCTION DESIGNER: ERIC BEAUCHAMP
ASST. ART DIRECTOR: Kevin Beauchamp
LEADMAN: James Robert Stewart
SET DRESSER: Jorge Martinez
SET DRESSER: Robert Krass
SET DRESSER: Zach Long
SET DRESSER: Tatiana Long
SCENIC: Sean Hewitt
SCENIC: Max King
ART COORDINATOR: Paola Ferris
WARDROBE STYLIST: Arielle Antoine
WARDROBE ASST: Holland Cook
WARDROBE VAN PA: Alan Rojano
HAIR/MAKEUP ARTIST: Ann Mayo
HAIR/MAKEUP Assist: Kim Piper
HMU Assist: Dori Randal
VTR: Tom Vanasse
SOUND MIXER: Jim Castro
BOOM: Daniel Reddick
SCRIPT SUPERVISOR: LeeAnn Cone
SET MEDIC: David Giere
CCO: Steven Russell
CCO Assist: Ryan Kjolberg
PA (Office): Tyler Bonchonsky
Key PA (Set): Ra Ramierez
PA: Chris Altice
PA: Daniel Coon
PA: Analisa Chavez
PA: Beth Bissonnette
Khaby - Moho: LeighAnn Billingsley
Jake - Moho: Mike Loughran
Catering: Justin Olsen
CAST
JAKE: Kevin Mimms
KHABY: Khaby Lame
AD AGENCY CREATIVE DIRECTOR: Lauren Burns
AD AGENCY ART DIRECTOR: Jade Sullivan
AD AGENCY COPYWRITER: Pritesh Shah
JETPACK MODEL: Natalie Lall
DEMO TEAM: Sean Samuels
DEMO TEAM: Mark Daugherty