Me, My Band and I

Role: Creative Strategy/Copywriter

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: With no budget and no prep time we developed around what we had, five charming lads from Australia who’ve played music and toured together for over a decade along with an experienced radio host who’s witnessed their journey the whole way.  With the addition of a whiteboard, a few curious questions, and a reference to a few of their biggest hits we created a lighthearted segment that investigated how well they know each other after all these years together. 

THE OUTCOME:  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.