AT&T ALWAYS CONNECTING
Creative Director
tag, Tiny Giant, The Marcs
AT&T’s “Show & Simplify” series turns everyday tech questions into fun, bold tutorials with quirky characters, giant props, and punchy storytelling. Designed for SEO and social, the campaign blended education and youtube first formats to drive traffic and brand loyalty.
BRIEF
Drive traffic to ATT.com by converting Google searches into website visits through optimized SEO video titles, native social media, and blog content.
Capture Search Queries
Move Curiosity to Conversion
STRATEGY
Target key demand segments, defined by their search queries and purchase behaviors.
By analyzing these patterns, we developed topic clusters, character archetypes, and episodic series tailored to each segment’s interests and decision-making process.
Every piece of content addressed a real customer question, meeting users where they were in their journey.
Audience Segmentation
Conversion through relation
Addressing real questions
Position Brand as Tech Experts
CREATIVE
The Show & Simplify video series positions AT&T as an expert through simple, engaging tech tutorials.
This entertaining, information-rich content converted top-funnel viewers into loyal brand followers.
Unique characters, cheeky humor, and oversized devices extend the brand into a contemporary, internet-savvy universe.
Unique Characters
Web Native humor
Visual display of information
AT&T ‘Simplify’
Bright characters use a Giant Phone for step-by step tutorials.
4 Unique Characters
1 Giant Phone
12 Episodes
Big Laughs
SIMPLIFY CREATIVE OVERVIEW
CHARACTERS
Mr. Marvin, Granny Gertrude, and “The Twins” are developed from consumer insights, each speaking directly to topics relevant to their demand segment.
A GIANT PHONE EXPERIENCE
A larger-than-life phone delivers information in an engaging, interactive format. The minimalist set keeps the focus on action and serves as a clean backdrop for dynamic graphics.
CAMPAIGN IMPACT
This mid-funnel, YouTube-native series used bright aesthetics and fresh personalities to modernize AT&T’s brand voice. It aligned brand, SEO, and social teams around a unified vision for web video. Metrics TBD
AI Visualization
With our human developed ideas, the team used AI to entwine location, casting, and branding. The visualizations helped build storyboards that formalized approvals with the client and their many stakeholders.
Approved images became the North Star, guiding production and seamlessly bringing the worlds to life.
Batch Shooting + Repeatable Formats
Repeatable formats gave us the ability to batch-shoot and produce a large volume of high-value content on a minimal budget. From pre- to post-production, I built a modular content system to create a highly efficient content library and workflow.
HOW ITS MADE
AT&T ‘SHOW’
Brand experts share their excitement about AT&T’s best features.
5 Employee Experts
12 Unique Episodes
Lots o’ silly moments
SHOW CREATIVE OVERVIEW
BTS and BREAKING THE 4TH
Candid moments brought big attitudes, as our expert talent humanized the brand with personality and off-script realness. This Youtube Trope supported in brand authenticity and audience interaction.
LOCAL LOCATION
Shooting at AT&T HQ, we elevated the space with lighting, away from corporate stagnation. Taking full advantage of the Tech-forward space, we captured screens, graphic plates, and plenty of screen space to incorporate supporting B-Roll.
LISTICLE FORMAT
This web native format breaks-down clear AT&T benefits and solutions to our unique audience questions.