AT&T - Don’t Miss Moment (with Ryan Lochte)

Client:

AT&T

The Challenge:

AT&T hadn’t done much on social media and wanted to up their organic followers as the new HTC phone came out. They wanted something fun and positive with a lower budget, preferably with a celebrity.

My Thinking:

I worked with the production company Suppertime and we pitched the concept of “Don’t Miss Moments”. These are moments when you sense something amazing might happen and you HAVE to film it––your kid’s first solo, your roommate’s surprise party, or your swim coach announcing a special guest has arrived.

The key for this spot was focusing on the kid’s reactions. We wanted the viewer to feel the palpable energy in the room when their swim hero-celebrity arrived. Many of us, including me, were placed around the pool and were acting like swim parents and filming with the HTC phone. This encouraged other bystanders to start filming and the result is almost all that user-generated footage.