Agency: TPN
Client: AT&T
Script and concept:
Ramsay Campbell (CW), Sam Zeanah (ACD/CW)
Art Direction and concept:
Jesús González (ACD)
Production:
Mandi Tinsley (Senior Integrated Producer)
Editor:
Brian Shelton
Since 2022, I’ve worked with the video team to concept, storyboard, and produce AT&T videos for in-store displays across the U.S.
The challenge was that we were often working within a stock-footage framework. That meant the creative had to do more heavy lifting. We had to find the right story first, then figure out how to tell it using whatever footage we could get our hands on.
Working closely with AT&T, we focused on real human stories that went beyond simply explaining a product. The goal was to show how AT&T fits into people’s everyday lives, and make those stories feel engaging even when someone might only see the video for a few seconds while walking through a store.
Through sharp scripting, thoughtful storyboarding, and a lot of creative problem-solving, we turned a pretty restrictive toolkit into a surprisingly flexible storytelling system.