Agency: TPN
Client: AT&T
Script and concept:
Ramsay Campbell (CW), Sam Zeanah (ACD/CW)
Art Direction:
Hannah Nabbout (ACD) & Jesús González (ACD)
Creative Lead:
Alex Morton (GCD)
Production:
Bookie Lajuwomi (Producer)
Editor:
Brian Shelton
In 2024, we finally got the chance to shoot our own footage for AT&T, and that changed everything.
For years, we had been working within an established toolkit, so having control of the production meant we could finally build the stories around the footage we actually wanted. We shot with multiple angles and intentional setups, giving us more flexibility to create cohesive, emotional narratives instead of trying to make the same template work over and over again.
We also tightened up the copy, making it sharper, more engaging, and easier to digest. And for the first time in years, we broke away from the old animation system and started experimenting with new visual styles, giving each product video its own personality.
It was a small shift on paper, but a big one creatively: less template, more storytelling.