AT&T FIBER: UN-LOADING WHEEL

CONCEPT

AT&T asked us to come up with a way to help sell Fiber Internet during the NBA Playoffs. We partnered with @att and @nba legend Kevin Garnett on some slam-dunk spots highlighting the agony of a weak internet connection and championing consistently faster speeds, even at peak times with AT&T Fiber.

Directed by Tim & Eric, we had a day to capture eighteen social videos that made it seem like Kevin had gotten trapped inside your buffering internet, so we designed a green screen loading wheel a green screen and got weird with it. Along with the social videos, we also made a disruptive TikTok ad playing with the same notion: you’re not a bad fan, you just need to get AT&T Fiber.

un-loading wheel 2.0

The concept was so successful and digitally disruptive, that AT&T Fiber went ham and re-visited the internet-of-things concept with a series of loading wheel fails across different verticles to drive home that you’ll never miss the things you love when you have lightning-fast cable internet.