AT&T Life, Gig-ified

The Most Successful Virtual Telecom Event Ever

Despite launching amidst the Super Bowl, the AT&T Fiber Life, Gig-ified event was the most successful virtual launch event in telecom history, garnering over 4B media impressions, 607MM social impressions and over 1000 media articles.

Zac Efron’s portion of the event got 2.3 million views on Instagram and landed on several “Best of the Super Bowl” lists — even though it didin’t run during the Super Bowl.

AT&T Fiber just announced their new internet service with multi-gig speeds featuring symmetrical upload and download (same speed each way). The new offerings provide speeds faster than any other major internet service provider.

To kick of the huge announcement, we produced an hour-long "Life, Gig-ified" virtual press event, featuring AT&T exectutives introducing the new technology with the help of celebrity partners Mindy Kaling, Zac Efron, Mark Cuban, and LeBron James.

The event featured executives speaking from a branded studio stage, Q&A sessions between executives and celebrities in more informal environments, and celebrity vignettes that also ran as standalone spots promoting AT&T Fiber on TV and social channels.

My responsibilities were primarily art direction and design of video graphics (lower thirds, titles, transitions), lockup designs, title cards, and promotional materials, including emails and toolkit assets for AT&T’s internal team to use to build out their own communications.

Role: Art Director
Creative directors: Jocelyn McCanles + Keiji Ando
Agency: Edelman