For AT&T’s SEO initiative, we created a performance video campaign rooted in characters, youtube tropes, and edutainment, turning a complex set of product benefits into a singular, intuitive story. The work centered on the lived experience of connectivity, positioning AT&T as a partner that makes life simpler, smoother, and more seamless in every day moments.

For the creative we built a giant phone to walk the audience through step-by-step product tutorials and we developed a targeted cast of characters that helped explain the technology to different audience demographics. We employed a minimal setting to focus the audience’s attention and employed quirky humor, props, and metaphors to make it land.

As Creative Director, I sold through the multi-year project, led the strategy, concept development, and on-set creative direction that shaped every element of the campaign. From early idea exploration to final delivery, I ensured the work remained cohesive to brand strategy and rooted in SEO, Youtube aesthetics, funny charaters as a payoff that would ultimately lead to more web traffic for the brand.