Writing personalized songs for fans in real-time with Luke Bryan.

What’s the ultimate fan experience? Not just meeting your favorite artist—but being written into their music.

To launch Luke Bryan’s latest album with Target, we created the Lukebox—a live social platform where fans could request a song about anything they wanted.

Throughout the day, requests poured in. Working side by side with Luke, we turned them into original songs in real time—writing, recording, and producing each as a custom video response.

The result: aexperience that turned fans into collaborators—and took over social in the process.

In just 36 hours:

• 20M impressions
• 19K fan submissions
• 3.4M video views

Director: Greg Brunkalla