Me, My Band and I
Role: Creative Strategist, Producer
THE BRIEF: When Pandora produced the Xfinity Awesome Gig featuring 5 Seconds of Summer, a virtual branded concert performance recorded in front of live audience of lucky Xfinity customers and VIPs they requested the creative labs team collaborate with the guest artists to develop an independent creative segment that carried Xfinity’s current brand campaign theme Better Together.
THE PROBLEM: We started out thinking big with on location shoots, licensing found footage, fan interviews and more, but had our creative juices quickly tempered when it was revealed that our budget was non existent. We quickly pivoted to smaller scale executions that could be produced on set of the concert venue with a little artist prep in advance and turnkey set design, but after our pitch which were notified by artist management that band members would not be available until day of and would be arriving on set immediately for sound check and then jump straight into recording putting our creative skills to the ultimate test.
THE INSIGHT: 5 Seconds of Summer have amassed countless moments together with fans touring the world and performing in front of millions of fans but these moments are only amplified when they have a shared understanding of the intimate relationship between the four bands members. The larger fandom family they have created through music and performances, merch and beyond is starts with their personal interplay and then the inner culture of the band spreads out.
THE OUTCOME: With no budget and no prep time, we built around what we had—five charismatic Australian musicians who’ve toured together for over a decade and a seasoned radio host who’s been there for the ride. Armed with a whiteboard, a few curious questions, and references to some of their biggest hits, we crafted a lighthearted segment that put their bond to the test. This wasn’t about uncovering deep inspirations or career-defining moments; it was about showing audiences how four bandmates connect as people—helping fans see themselves in that connection and ultimately revealing why they’re better together.
Me My Band & I is a low budget but big impact creative segment where we put the members of 5 Seconds of Summer to the test to see just how well they know each other after over a decade of playing music together. This segment grossed over 100K views faster than any other video on Pandora’s YouTube channel.