Client Name
State Farm Insurance
Role
National Brand &
Content Marketing Lead
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From 2014 to 2019, I had the privilege of leading the marketing team at State Farm responsible for driving some of the brand’s most iconic and culturally resonant campaigns. My role spanned the full breadth of strategic and creative development—from aligning with the broader marketing plan and crafting foundational creative briefs to guiding cross-functional teams through concept development, production, and execution. I also oversaw large-scale budgets, complex timelines, and campaign performance measurement. Below are three standout campaigns that significantly elevated brand awareness, consideration, and cultural relevance for State Farm.
“Here to Help Life Go Right” marked the launch of a new brand
platform for State Farm on June 2, 2016.
The strategy behind this platform was to position State Farm as more
than just an insurance provider—highlighting its role as a good neighbor committed not only to helping people recover from the unexpected,
but also to supporting the lives they aspire to build.
As the lead creative and content lead, I was responsible for guiding
both internal and external teams in the development and rollout of
the platform. This included shaping the strategy and creative direction, and overseeing the launch across multiple channels including broadcast, digital, social, experiential/sponsorship, and direct mail.
State Farm NFL Sports Advertising
"Agent vs. Agent" Campaign
For the 2018–2019 NFL season, State Farm launched
Agent vs. Agent—a fully integrated campaign featuring Aaron Rodgers caught between two agents: his sports
agent and his State Farm agent. The creative humorously underscored the unique value of the agent relationship, reinforcing State Farm’s brand promise in a culturally relevant and engaging way.
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As the Brand Creative Manager, I oversaw every stage
of campaign development, from strategic alignment to
asset creation across multiple platforms. The campaign quickly became State Farm’s most successful football
effort to date—generating significant talk value, positive sentiment, and sustained engagement throughout the season. The leadspot was also honored with a Silver
Clio Award in 2019.
State Farm NBA Sports Advertising
"The National Bureau of Assist" Campaign
Building on the momentum of State Farm’s “value of an assist” platform, the 2014–2015 NBA season introduced a fresh extension of the campaign: the National Bureau of Assists—
a fictional team of “elite assisters” led by Chris Paul. The concept expanded the brand's partnership with the NBA and brought new energy to the ongoing narrative.
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As the lead Brand Creative Manager, I directed the development and integrated launch of the campaign across all channels.
As an official NBA league sponsor, State Farm also had a major presence during the 2015 NBA All-Star Weekend in New York, further amplifying visibility.
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The campaign delivered measurable results—elevating fan engagement and boosting State Farm’s brand response rate among NBA audiences from 12% in the 2013–2014 season
to nearly 19% by 2015.
