Surprising Bailey Zimmerman

We partnered up with country singer Bailey Zimmerman to create on-the-road episodic content during his time touring with Morgan Wallen, leading up to the release of his debut album. Nearing the end of our work with the Warner Music Nashville team, I was strategizing how best to using our one remaining contracted video post with Bailey.

I had the idea to create a surprise and delight moment for Bailey, tapping one of Nashville’s best custom product artists. I led the activation strategy & creative strategy for an asset that featured the making-of custom headphones by artist Rachel Deeb and gifting to Bailey.

Organically, Bose and Bailey Zimmerman shared the video as a collab post on Instagram, driving 11+ million views.

In paid media, the asset ran across Instagram, TikTok, and YouTube and drove ~3M impressions.