State Farm's Post Super Bowl NFL Campaign

Published on February 23, 2026

On the heels of its Super Bowl 'Halfway There' campaign, State Farm launched Hidden Talents, a two-episode digital series created by INVNT Digital that follows NFL players Nolan Smith of the Philadelphia Eagles and Nico Collins of the Houston Texans as they use riddles and rapid-fire questions to uncover which identical twin is hiding a secret talent.

The series blends sports culture with live-style gameplay, inviting viewers to guess along with the athletes as they follow clues and react in real-time to surprise performances, creating unscripted moments that turn audiences from passive viewers into active participants.

Insisting sports content doesn't need to be louder or bigger but more human, the curiosity-led format ditches traditional sports tropes for participation-first gameplay that reinforces State Farm's message that having insurance isn't the same as having State Farm. The goal was to create space for real, unscripted connections where athletes could genuinely meet the twins and watch their talents unfold naturally, proving that participation is one of the most powerful storytelling tools available to brands.

Full story: LBB Online

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