Given the challenge and opportunity to bring the retail graphics in-house, my team developed entertainment-centric signage that presents HBO content in a unique way. The goal was to guide the perception of AT&T away from a telecom brand and into an entertainment brand. The strategy was to seamlessly fuse AT&T mobility with HBO content without allowing the devices themselves to become the center of focus as is typically seen in-store signage. The over-all presentation illustrates how AT&T products and services are a portal to a world of entertainment.
One key element that made this in-store campaign successful was the integration of beautifully modeled, agnostic glass devices. This allowed the content to be presented through the devices without cluttering the message with and extra layer of branding. This solution also eliminated the need for third party approvals which was a great benefit as it sidestepped potential roadblocks. The in-store presentation was well received and won two golds from the 2017 IHAF AWARDS and ultimately contributed in our AT&T Creative Services team being named the 2017 In House Agency of the Year.
