The General has always known a lot about cars, but with Sound Studio, the brand found a way to show up in how people actually live with them. After seeing a TikTok trend of artists making music from their front seats, we turned that cultural behavior into a mobile recording studio built inside a car. In partnership with Epic Records, The General scouted emerging talent directly from TikTok and gave them professional recording sessions, helping them take their songs from the front seat to the real world. The campaign lived across TV, digital, social, and experiential, generating over 935 million impressions, 400 million TikTok reactions in under a week, and even doubling social-driven insurance sales. It also picked up recognition at Cannes Lions and The One Show, but more than anything, it helped reposition The General as a brand that could move beyond insurance and into culture.