Over the past 100 years, State Farm has gone from city to city to strengthen communities and we saw the opportunity to move into into the biggest city known worldwide – NBA 2K22 MyCity. Because 2K is full of competition, the team decided to send in Jake from State Farm to bring good vibes to the city with our new NGHBR GOODS store.
A good neighbor has arrived to NBA2K22.
STORE FRONT
When designing NGHBR GOODS we wanted a one-of-a-kind space that embodies the street culture found in NBA 2K and represented the good neighbor vibes to the virtual community we aimed to create. We wanted to break through the dark sea of sameness found in the game by leveraging our distinct brand assets in a bold, clean and fresh way. Our branded experience seamlessly continues in the interior of the store. Using SF logo, colors and tagline in a bold, contemporary way acts as a canvas to elevate the streetwear apparel designed.
STATE FARM COLLECTION
The NGHBR GOODS storefront features apparel that players can purchase for their characters, including polos, khakis, jerseys, letterman jackets, retro gym shorts, backpacks, sweatbands and other gear that features the State Farm's signature colors and is inspired by NBA style over the years.
CHECK OUT THE MEDIA COVERAGE
SOCIAL EXPERIENCE // TEASER
We collaborated with NBA2K developers to create Jake from State Farm’s Non-Playable Character (NPC) using the Motion Capture system where we could record his voice and movements so that Jake’s NPC look as closest the real Jake. We used the behind-the-scenes motion capture footage and NBA2K renders to tease the integration on Jake’s social channels and OLV.
When You Thought :15 OLV
TWITCH LIVESTREAM
We celebrated the launch of NGHBR GOODS by bringing together some of the biggest names in the gaming community for a little friendly competition. Jake was joined by 5 streamers in a 3v3 match to see who was crowned the winner of the Golden Khakis!
Taking over Twitch’s homepage banner allowed the brand to be part of the platform instead of driving Twitch users away from the content that they came to see. Designed by yours truly.
STREAM HIGHLIGHTS
Creative Directors: Whitney Hill, Jonathan Pilego
Copywriters: Michael Webber, Crystal Dunn, Chloe Rockel
Additional Art Directors: Josh Johnson, Emma Heinz