AT&T
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Back to our workAT&T
Overview
- Visual Creative
What We Did
The Outcome
Produce social media ads for AT&T
AT&T needed social ads for several campaigns, targeting the East Coast as well as the western and southwestern US. Translation brought Therum in for the motion graphics behind them.
With Translation, Therum produced motion-graphic assets for several AT&T campaigns, targeting the East Coast, particularly NYC, as well as the western markets of Phoenix and El Paso.
Therum produced the motion-graphic assets. Translation owned the campaign; we built the spots themselves and the square and vertical social cuts they shipped as, for NYC on the East Coast and for Phoenix and El Paso in the west.
Build one spot, then let the market change the name on it
The El Paso and Phoenix cuts are the same film. Same length, same frame, same cyan arc holding the AT&T globe, same type build, keeping you connected, then to everything that is yours. What changes is the market lockup. The campaign scales by swapping the parts that belong to a city and leaving the parts that belong to AT&T exactly where they are.
Square social cuts per market, plus the storyboards behind them
El Paso and Phoenix each got a square cut, sized for feed placement, with the market lockup animating on over live action and the connection line building in before it clears back out. Type stays in the brand weight, the palette stays on AT&T cyan and white, and the globe holds the top corner throughout. Behind the finished films we developed storyboards.
The campaign ran in its respective markets, from NYC to Phoenix and Texas
Therum also developed additional commercial and ad concepts featuring AT&T's character, Lily.
Build the frame once, then let it travel
We set the structure before the first cut, deciding which parts belong to the brand and which belong to a market. With that settled, each new city is a swap, not a new film.