AT&T recognized that their 100+ social accounts weren’t connecting with their audience in the authentic and meaningful way they intended. As part of a complete social audit, my team responded to a request for a creative deep dive on “iconic brand elements” ownable to AT&T that could be leveraged to drive the brand’s marketing message, “mobilizing a world that works for people.” We not only deconstructed the logo but presented each “iconic brand element” through a wide variety of visual styles and content types. I encouraged my team to integrate their personal art styles and use the project as an opportunity to loosen up and experiment. The sense of play shows in the final pieces and inspired AT&T to deepen their relationship with Fullscreen as social agency of record.
explore how AT&T can leverage new or existing brand elements to be more iconic and ownable
art and copy direction
AT&T’s marketing goal of selling “content” to “all people” may be as vague as the brand is big but they do have at least one thing in common with their target audience—the need for human connection.
Breaking the AT&T logo down into its most basic meaningful elements, I directed my team through a series of “free for all” image making exercises. Each one pushed them into unfamiliar media and techniques. I wanted them to fall back on their personal artmaking practice for inspiration. Borrowing creative vocabulary from their personal work allowed my team to connect with a “big brand” in a more intimate, authentic and human way.