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

What’s the greatest gift you could get from your favorite artist? How about a personalized song written about any topic (no matter how specific) you request. The Target Lukebox did just that. To launch his latest album, we collaborated with country star Luke Bryan to write songs in real-time for fans.

This ambitious real-time response campaign took over Twitter for the day as fans requested songs to the Lukebox. We fed the requests to Luke, worked with him to write the music and lyrics, edited the response video and replied to fans. Even Lionel Ritchie got involved.

Director: Greg Brunkalla