Client: AT&T
“LeBron James and Lily Talk Apple”
While the pairing of Lily and Lebron was a guaranteed slam dunk, this spot was an unexpected win for Critical Mass as AT&T’s digital agency of record. Originally slated for online video platforms and social channels, the ad was green-lit to be the national broadcast spot as well. It was a major vote of confidence for the agency and our whole team that brought this to life.
Even in the madness of march
You never know what might happen in March— brackets bust, legends are made, and brands come to play. In 2022, AT&T showed up to The Dance with an integrated campaign that took their beloved spokesperson, Lily, out of the store and into the stadium. While broadcast focused on filling in for Lily in her absence, digital followed Lily to the tournament. The result? AT&T was the real winner of the tournament with more than one billion earned impressions and negative sentiment down 200%.
“famous mouths”
AT&T kicked off 2020 with their biggest product launch in years, AT&T TV. With a Google Assistant voice-activated remote, users could now access live TV, streaming, and music using simple voice commands. To help bring the product to life, we partnered with some famous friends that had some pretty famous mouths. Each character spoke to a different genre from the wide variety of content offered on AT&T TV—including: Missy, Martha Stewart, Ru Paul, LeBron, JVN, Evan Rachel Wood, Tracy Morgan, Elijah Wood, and Cookie Monster.
“Gif A little love”
Partnering with GIPHY, we created a series of first-of-their-kind GIFs that leveraged GIPHY’s top search terms and seasonal trends (present + historical) to predict what people would want to communicate most during 2020’s super bizarre holiday season. Themes like, “Air-Hug” and “Holiday Diet” arose from the data and were turned into masterfully designed GIFs (shoutout to ManvsMachine) that gave people another reason to connect with loved ones, along with a much needed laugh.
Agency: Critical Mass | Role: Designer